Jan 26, 2021

Pandemic prompts Super Bowl ad rethink in US

Budweiser has said it will not advertise its beer during the Super Bowl this year, joining a growing number of big brands sitting out the annual American football championship. On Monday, Budweiser released a full 90-second Super Bowl ad on YouTube entitled "Bigger Picture", which showed US citizens overcoming pandemic challenges together and aimed to raise awareness about Covid-19 vaccines. Last year, firms spent an average of $5.25m for a 30-second spot during the championship, driving Super Bowl ad spending to a record $450m, according to Kantar consultancy. The firm has said its research suggests Super Bowl ads are "Typically 20 times more effective" in changing a brand's perception than a normal advert. Though audience numbers for NFL games have slipped this year, for those firms making their game-night debuts, Ms Menon says she still expects ads to have a big impact - even if the pandemic puts a damper on the traditional Super Bowl parties and other festivities, which can make championship feel like an unofficial national holiday.

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