sitting out the superbowl, i wonder how many more will join in
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why?Comment -
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Budweiser joins Coke, Pepsi brands in sitting out Super Bowl
For the first time since 1983, when Anheuser-Busch used all of its ad time to introduce a beer called Bud Light, the beer giant isn’t advertising its iconic Budweiser brand during the Super Bowl
By MAE ANDERSON and DEE-ANN DURBIN AP Business Writers
January 25, 2021, 7:05 AM
• 5 min read
00:2102:59
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2:58
NOTIFIED: Jan. 25, 2021
Catch up on the developing stories making headlines.
NEW YORK -- For the first time since 1983, when Anheuser-Busch used all of its ad time to introduce a beer called Bud Light, the beer giant isn't advertising its iconic Budweiser brand during the Super Bowl. Instead, it’s donating the money it would have spent on the ad to coronavirus vaccination awareness efforts.
Anheuser-Busch still has four minutes of advertising during the game for its other brands including Bud Light, Bud Light Seltzer Lemonade, Michelob Ultra and Michelob Ultra Organic Seltzer. Those are some of its hottest sellers, particularly among younger viewers.
But the decision to not do an anthemic Budweiser ad — which over nearly four decades has made American icons of frogs chirping “Budweiser,” guys screaming “Whassup!”, and of course the Budweiser Clydesdales — showcases the caution with which some advertisers are approaching the first COVID-era Super Bowl.
“We have a pandemic that is casting a pall over just about everything,” said Paul Argenti, Dartmouth College professor of corporate communication. “It’s hard to feel the exuberance and excitement people normally would.”
The Anheuser-Busch move follows a similar announcement from PepsiCo., which won't be advertising its biggest brand, Pepsi, in order to focus on its sponsorship of the the halftime show. (It will be advertising Mountain Dew and Frito-Lay products). Other veteran Super Bowl advertisers like Coke, Audi and Avocados from Mexico are sitting out the game altogether.
These big-brand absences are just one more way Super Bowl LV will look very different from previous years. Attendance at the game will be limited to 22,000 people, about a third of the more than 65,890 capacity of Raymond James Stadium in Tampa, Florida. And Super Bowl parties will be more likely to be smaller affairs with pods or families.
“I think the advertisers are correctly picking up on this being a riskier year for the Super Bowl," said Charles Taylor, marketing professor at Villanova University. “With COVID and economic uncertainty, people aren’t necessarily in the best mood to begin with. There’s a risk associated with messages that are potentially too light. ... At the same time, there's risk associated with doing anything too somber."
The pandemic has cut sharply into sales for many Super Bowl advertisers. With pricey ads costing an estimated $5.5 million for 30 seconds during the Feb. 7 broadcast on CBS, some may have decided it's not worth it this year. Coca-Cola, for example, has been hard hit since half of its sales come from stadiums, movie theaters and other usually crowded places that have been closed during the pandemic. It announced layoffs in December, and said it said it wouldn't advertise this year to ensure it's "investing in the right resources during these unprecedented times.”
To fill the void, newcomers like the TikTok rival Triller, online freelance marketplace Fiverr and online car seller Vroom are rushing in to take their place. Returning brands include M&M’s, Pringles, Toyota and others.
Companies that are running ads this year face a number of challenges. Super Bowl ads are usually developed months in advance and shot in the fall, meaning that ads airing in two weeks were shot under costly pandemic conditions and without any idea how the presidential election would turn out. That further complicates the already delicate process of striking a tone that acknowledges what's happening with the world, managing to either entertain or tug at viewer heartstrings, and finding a way to tie it all back to their brand.
“It's a tough year to do an ad," Argenti said. “It will be a good year for creative companies who figure out how to thread that needle."
Monica Rustgi, Budweiser’s vice president of marketing, said the brand is still calculating how much it will spend on vaccine awareness. But she said it will be a “multi-million dollar” commitment that includes donating airtime throughout this year for the nonprofit the Ad Council and COVID Collaborative’s COVID-19 Vaccine Education Initiative.
Budweiser will still have a marketing presence around the big game. Starting Monday, the brand will air an ad that celebrates resilience during the pandemic, including a socially distanced birthday parade and athletes in Black Lives Matter jerseys. The ad, narrated by actress and director Rashida Jones, ends with health care workers getting vaccinated and talks about Budweiser’s donation.
In the era of social media and digital advertising, brands aren’t limited to running ads during one event, since consumers can see them online, everywhere from Facebook and Twitter to YouTube, Budweiser's Rustgi said. Budweiser’s Super Bowl step-back also won’t be long-term, she said.
“The Super Bowl is the most popular sports event, aside from the World Cup, that anybody is going to see," added Dartmouth's Argenti. “An event that draws that many people to the advertising is never going to go away."
VIDEO
LIVE
SHOWS
2020 ELECTIONS
CORONAVIRUS
LOG IN
Budweiser joins Coke, Pepsi brands in sitting out Super Bowl
For the first time since 1983, when Anheuser-Busch used all of its ad time to introduce a beer called Bud Light, the beer giant isn’t advertising its iconic Budweiser brand during the Super Bowl
By MAE ANDERSON and DEE-ANN DURBIN AP Business Writers
January 25, 2021, 7:05 AM
• 5 min read
00:2102:59
Copy and paste to share this video
Copy and paste to embed this video
2:58
NOTIFIED: Jan. 25, 2021
Catch up on the developing stories making headlines.
NEW YORK -- For the first time since 1983, when Anheuser-Busch used all of its ad time to introduce a beer called Bud Light, the beer giant isn't advertising its iconic Budweiser brand during the Super Bowl. Instead, it’s donating the money it would have spent on the ad to coronavirus vaccination awareness efforts.
Anheuser-Busch still has four minutes of advertising during the game for its other brands including Bud Light, Bud Light Seltzer Lemonade, Michelob Ultra and Michelob Ultra Organic Seltzer. Those are some of its hottest sellers, particularly among younger viewers.
But the decision to not do an anthemic Budweiser ad — which over nearly four decades has made American icons of frogs chirping “Budweiser,” guys screaming “Whassup!”, and of course the Budweiser Clydesdales — showcases the caution with which some advertisers are approaching the first COVID-era Super Bowl.
“We have a pandemic that is casting a pall over just about everything,” said Paul Argenti, Dartmouth College professor of corporate communication. “It’s hard to feel the exuberance and excitement people normally would.”
The Anheuser-Busch move follows a similar announcement from PepsiCo., which won't be advertising its biggest brand, Pepsi, in order to focus on its sponsorship of the the halftime show. (It will be advertising Mountain Dew and Frito-Lay products). Other veteran Super Bowl advertisers like Coke, Audi and Avocados from Mexico are sitting out the game altogether.
These big-brand absences are just one more way Super Bowl LV will look very different from previous years. Attendance at the game will be limited to 22,000 people, about a third of the more than 65,890 capacity of Raymond James Stadium in Tampa, Florida. And Super Bowl parties will be more likely to be smaller affairs with pods or families.
“I think the advertisers are correctly picking up on this being a riskier year for the Super Bowl," said Charles Taylor, marketing professor at Villanova University. “With COVID and economic uncertainty, people aren’t necessarily in the best mood to begin with. There’s a risk associated with messages that are potentially too light. ... At the same time, there's risk associated with doing anything too somber."
The pandemic has cut sharply into sales for many Super Bowl advertisers. With pricey ads costing an estimated $5.5 million for 30 seconds during the Feb. 7 broadcast on CBS, some may have decided it's not worth it this year. Coca-Cola, for example, has been hard hit since half of its sales come from stadiums, movie theaters and other usually crowded places that have been closed during the pandemic. It announced layoffs in December, and said it said it wouldn't advertise this year to ensure it's "investing in the right resources during these unprecedented times.”
To fill the void, newcomers like the TikTok rival Triller, online freelance marketplace Fiverr and online car seller Vroom are rushing in to take their place. Returning brands include M&M’s, Pringles, Toyota and others.
Companies that are running ads this year face a number of challenges. Super Bowl ads are usually developed months in advance and shot in the fall, meaning that ads airing in two weeks were shot under costly pandemic conditions and without any idea how the presidential election would turn out. That further complicates the already delicate process of striking a tone that acknowledges what's happening with the world, managing to either entertain or tug at viewer heartstrings, and finding a way to tie it all back to their brand.
“It's a tough year to do an ad," Argenti said. “It will be a good year for creative companies who figure out how to thread that needle."
Monica Rustgi, Budweiser’s vice president of marketing, said the brand is still calculating how much it will spend on vaccine awareness. But she said it will be a “multi-million dollar” commitment that includes donating airtime throughout this year for the nonprofit the Ad Council and COVID Collaborative’s COVID-19 Vaccine Education Initiative.
Budweiser will still have a marketing presence around the big game. Starting Monday, the brand will air an ad that celebrates resilience during the pandemic, including a socially distanced birthday parade and athletes in Black Lives Matter jerseys. The ad, narrated by actress and director Rashida Jones, ends with health care workers getting vaccinated and talks about Budweiser’s donation.
In the era of social media and digital advertising, brands aren’t limited to running ads during one event, since consumers can see them online, everywhere from Facebook and Twitter to YouTube, Budweiser's Rustgi said. Budweiser’s Super Bowl step-back also won’t be long-term, she said.
“The Super Bowl is the most popular sports event, aside from the World Cup, that anybody is going to see," added Dartmouth's Argenti. “An event that draws that many people to the advertising is never going to go away."
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the commericals in the last 10 superbowls has not been very good anyway, back in the 90's they was great but most seem very bad the last several yrs.Comment -
😂🤨😱Comment -
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Total waste of money. Smart decision. Half the time this is for the CMO’s ego. I can’t name one brand who placed a super bowl ad and saw their business significantly change where it mattered.Comment -
yes i agree too, but back in the 90's they was really good, but now most of pretty lame imo.Comment -
Not sure about a waste of money...we are taking about these companies and they are not even running a commercial...
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good stuffComment -
As a former Budweiser distributor I can tell you this is absolutely the white flag for the Budweiser brand.
The Company used to base its ENTIRE 1st trimester marketing and POS materials around ad slot 1a and then whatever new product launch that followed thereafter.
What this means is ABINBEV has no follow up marketing materials for Budweiser in America...the brand is considered dead.
It will die profitably, but it's brewer has given up the fight. Budweiser has officially gone the way of PBR, SCHLITZ and HIGH LIFE.
Sad day...Comment -
They are still taking the same amount of $ they would spend on a commercial and they are donating it to vaccine awareness efforts
they get the free advertisement of new publications talking about this, and making them look "woke" or caring about the America People
now the ladies can sing their praises while drinking their budweiser seltzersComment -
A bunch of homosComment -
A tremendous downturn in the economy is coming everything is being maskedComment -
Which is why advertising here would make sense.
The Superbowl is the ONLY guaranteed audience in the 500mm+ viewer category worldwide.
There is no other program that reaches that many people nor the 200mm+ in America. It is a sure thing as far as return on investment.
As far as Budweiser, what they're saying is that it's not worth spending $10mm on Bud specific ads because the brand is slipping 5% per year so there is no upside.Comment -
Democrats ruin everythingComment -
i just want to see the girl from the A&T commercials run around in a bikini with her big torpedosComment -
Does this mean we get more commercials about movies I don't want to see anyway like Super Woke Man/Woman/Whatever. A super hero roaming the earth making sure that people don't use the improper pronouns that hurt the feelings of people who are overly sensitive to these kinds of things.
That and Amazon commercials about how they're great. BTW the corrugated box industry has to be killing it, they should have a commercial as well.Comment -
I'll miss the Clydesdale's.......usually they go for 2!Comment
