What’s the real reason brands are “sitting out of Super Bowl?” Higher viewership this year. Maybe saving money? No good ideas? Juice not worth the squeeze during this “unprecedented year?”

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Cant shoot anything really big, cant joke about covid and a normal script that doesnt acknowledge covid doesnt seem right either, mostly just dont want to spend the money, and getting plenty of good publicitah by saying they wont be in it.

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They can’t justify the price. People are buying Budweiser wether they run that ad or not. CPG brands own the super bowl, and are having their best year ever as there’s nothing to do but grocery shop. It also allows each company to hoard cash as they figure out the next few months of covid.

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Not true. Only a very small handful of brands are actually sitting out. The network still sold out of all the media inventory just like they do every other year. There’ll be plenty of brands capitalizing on the cultural moment, just like every other year.

Super bowl ads are overrated

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So they can say “I’m sitting this one out and putting my dollars to better use”. PR baby. Weak. But still.

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They’re not entirely sitting out. Most of those big brands own smaller ones, and are still airing something that way.

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Yep, most of the brands “sitting out” are actually not sitting out, just supporting growth brands and not their leaders. ABI supporting Bud Light flavors but not Bud, Pepsi probably supporting Bubly not Pepsi and so on.

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They wanna run a super bowl ad or pay 40 people’s salaries and health insurance

Half the point is to compete against each other for the best SB spot (which people watch *after* the game) so if they don’t trust that there will be healthy competition for those write-ups, the juice isn’t worth the squeeze

Research is showing Super Bowl spots are great at recall but not persuasion/intent. So why would I put Pepsi and Bud in there for awareness when I’ve got 10 other brands that the Midwest has never heard of?

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