Everything you need to know about the 2021 Super Bowl commercials

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Last year’s Super Bowl on Fox averaged 102 million viewers and was the most watched show of 2020, meaning the game is still a worthwhile investment for some companies.

But there is considerable uncertainty about how big the audience will be this year, as brands fear the virus will stop fans from throwing Super Bowl parties. The pandemic is also changing the messages brands want to pass on to customers.

“Clearly brands need to address consumers in the right tone and are rightly concerned about doing this wrong,” said Mark Read, CEO WPP (WPP), the world’s largest advertising agency, previously told CNN Business. “But I have no doubt the Super Bowl will remain the biggest sports and advertising event of the year.”

Here’s What You Should Know.

How much?

Super Bowl commercials aren’t cheap even this year, despite the economic hardship. CBS is reportedly charging $ 5.5 million for a 30-second spot. That’s slightly less than last year, but for the first time, advertisers will have to cough up an additional $ 300,000 to be on the network’s online live stream.

CBS sold out all of its in-game slots in mid-January. That’s noticeably slower than last year, when Fox said it was sold out by Thanksgiving 2019.

Who’s out?

For starters, Budweiser and his Clydesdales sit these out. The beer company said it will invest the millions of dollars allegedly spent on an ad to support “critical Covid-19 vaccine awareness” with donations and future ad campaigns.
That doesn’t mean the parent company, Anheuser-Busch (BUTTON), doesn’t spend much on the game. The company has its first-ever commercial from renowned film director David Fincher. The ad is intended to “remind us of the role beer can play in people’s lives”. Some of Budweiser’s sister brands, including Bud Light and Michelob Ultra, will also air advertisements, lasting four minutes in total.

Two major car manufacturers, Which and Hyundai, are also sitting on the couch this year. Kia said after running Super Bowl ads for a decade, it is declining this year to “expand its charitable initiatives in support of American youth.” Hyundai, which has been advertising during the game for years, parked its usual plans for several reasons.

Planters attracted attention last year for murdering Mr. Peanut. This year, it is using the $ 5 million allocated for a Super Bowl ad and giving it to people who did charities during the pandemic. Avocados from Mexico is also out after six consecutive years.
Coke, who is in financial difficulties, is also not advertising. Pepsi doesn’t advertise his eponymous soft drink, instead focusing on his sponsored halftime show starring The Weeknd.

Who is in?

However, the absence does not mean that the game will be filled with commercials for the CBS series “NCIS”. Several high profile advertisers remain in the game, including Amazon, Cheetos, and Doritos.

There are also several first timers, particularly from companies that grew during the pandemic. Chipotle airs a spot focusing on its sustainability efforts, including “reducing carbon emissions, conserving water and supporting local growers.”

By Dash has brought in big names for its ad, including rapper Daveed Diggs and “Sesame Street,” Faithful Big Bird, Cookie Monster and Grover. The minute spot showcases the variety of foods that users may have supplied.

Other celebrities star in ads for newcomers, including Amy Schumer for Hellman’s mayonnaise, John Travolta and his daughter before Scotts Miracle-Gro and Dolly Parton in one place for website builder Squarespace. Comedians Dana Carvey and Mike Myers of “Wayne’s World” fame have reunited Uber Eats.

Robin Hood, The stock trading app that kind of revolutionized Wall Street has also bought an ad. Competitor E-commerce is also back after taking a few years off.

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