The COVID-19 pandemic will change the look of Super Bowl commercials. The giants Budweiser, Pepsi and Coke have decided to skip their turn this year.
For Budweiser, this is the first in 37 years. In a statement, the brewery that owns the popular brand, Anheuser-Busch, said the money it usually spends on airtime during the event will be “relocated” to “promote vaccination efforts.”
According to the document, Budweiser plans to donate its marketing budget – in part at least – to the Ad Council, a nonprofit that provides public service announcements.
For Bernard Motulsky, professor in the department of social and public communication at UQAM, the economic climate also explains the withdrawal of Budweiser. The pandemic has hit American businesses hard over the past 10 months, resulting in several budget cuts.
“We can no longer drink in bars, in restaurants … The brewery market is suffering a lot”, underlines Mr. Motulsky.
Budweiser joins Pepsi, Coke and Hyundai among the companies that are leaving the Super Bowl in 2021.
The absence of Budweiser and company will certainly be noticed since these companies have a habit of laying publicity that strikes the minds.
The proof ? Time Magazine recently published a list of the 25 most influential Super Bowl commercials in history. Four of them were from Budweiser (including the iconic 2000 “Whassup?”) And three were from Pepsi (including the 1992 one featuring Cindy Crawford).
Despite everything, Bernard Motulsky believes he will be entertained. “Smaller players will be able to occupy the field. It gives them a chance to stand out from the crowd. “
$ 7 million for 30 seconds
According to various US media outlets, Super Bowl broadcaster CBS charges US $ 5.5 million (C $ 7 million) for each 30-second ad during the Chiefs-Buccaneers clash on February 7.
Despite these astronomical prices, the network should succeed in selling all its available beaches, believes Rebecca Rodrigues, director of media buying at Amplifi Montreal, an agency specializing in media placement.
“If some brands are not there, others will be there,” says Ms. Rodrigues to the Newspaper. With its low rate of delayed listening, the Super Bowl remains a sought-after environment. “
Several major brands, however, have reserved their 30 seconds of airtime at the Super Bowl. Among them, we find:
- Mountain dew
- Michelob Ultra
- M & M’s