With more than 100 million viewers, some of the biggest US brands pay millions of dollars for airtime during the Super Bowl every year.
Over the past several years, companies like Doritos and T-Mobile have paid to run multiple ads during the NFL championship game in hopes of generating a shot that will encourage consumers to buy their products. But this year a number of brands known for their iconic Super Bowl commercials – Budweiser and Coca-Cola, for example – are playing the big game.
“This is a higher risk year for them when it comes to getting consumers on the right chord,” said Charles R. Taylor, marketing professor at Villanova University. “When you think about it [return on investment]You weigh the risk that the message is not properly understood and the brand equity is damaged. “
Of the top nine advertisers in the past decade, at least four don’t plan to show ads during Sunday game. Their absence opens up airtime for newcomers, especially companies like DoorDash and Chipotle Mexican Grill, which have grown their businesses during the coronavirus pandemic.
Here are the nine Super Bowl advertisers who ran the most spots in the game from 2010 to 2020, according to ad measurement company iSpot.tv:
This picture by Anheuser-Busch shows a scene from the company’s Bud Light 2019 Super Bowl soccer commercial.
Anheuser-Busch via AP
Anheuser-Busch’s Inhev beer has broadcast 26 commercials during the big game in the past 11 years. Typically, at least two commercials are broadcast in the game. Between 2016 and 2020, Bud Light spent $ 61.4 million on Super Bowl airtime, according to iSpot estimates.
In 2018, it unveiled the Bud Knight mascot and has since used the character in medieval “Dilly Dilly” ads during the Super Bowl. In one of Bud Light’s Super Bowl commercials in 2019, the Bud Knight fought against the “Game of Thrones” character The Mountain.
The PepsiCo brand aired 19 Super Bowl commercials between 2010 and 2020. ISpot estimates that about $ 24.4 million was spent on airtime over the past five years during the big game.
From 2006 to 2016, Doritos’ Super Bowl ads came from consumers rather than advertising agencies. The Crash the Super Bowl competition asked amateur filmmakers for their ideas, and the winners would see their ad broadcast the big game.
Budweiser’s Super Bowl “Lost Dog” ad.
Budweiser aired 18 in-game commercials between 2010 and 2020, and spent $ 49.9 million on airtime over the past five years, according to iSpot.
The AB InBev brand commercials are best known for their Clydesdale horses, which made their debut in 1975. This year, however, the 38-year-old Super Bowl ad is canceled. The marketing minds behind the beer have instead chosen to use their dollars to raise awareness about the coronavirus vaccine.
Over the past 11 years, 17 T-Mobile spots have been broadcast during the big game. The telecommunications provider topped the list of iSpot’s biggest spend in the past five years, spending $ 85.3 million on Super Bowl airtime.
Often times, T-Mobile’s advertising has focused on competition from rival Verizon. This year, T-Mobile could get a bigger buzz from a spot posted on Friday that was allegedly rejected from the game due to an intellectual property deal with Verizon, the NFL’s official telecommunications sponsor. It shows a flashback scene in which poor cell phone service tells Tom Brady to give up retirement and drive to the Tampa Bay Buccaneers with Rob Gronkowski. The Buccaneers face Kansas City this weekend.
In the past 11 years, Coca-Cola has shown 16 Super Bowl ads. An estimated $ 24.8 million has been spent on in-game ads over the past five years.
Together with rival Pepsi, Coke plays this year’s game.
“This difficult decision was made to ensure that we are investing in the right resources in these unprecedented times,” said spokeswoman Kate Hartman.
Hyundai aired 14 commercials during the Super Bowl from 2010 to 2020. According to iSpot, the last five games have spent $ 40.46 million on airtime.
It is also among those companies to suspend the game this year. The automaker gave marketing priorities and upcoming launches for the decision.
GoDaddy has shown 12 Super Bowl ads in the past 11 years, but iSpot’s list of top funders for the last five games hasn’t been cracked.
The internet domain registrar spread awareness of its services by creating controversy over its sexually provocative ads. However, under former CEO Blake Irving, the company stopped airing commercials based on controversy over juice sales.
Kia, owned by Hyundai, has shown 12 ads in the last ten Super Bowls and linked them to GoDaddy. The car brand has spent an estimated $ 54.5 million on airtime over the past five years.
Like the parent company’s brand of the same name, Kia plans to put the big game off this year.
Procter & Gamble laundry detergent has aired 11 commercials in the past ten years. Around $ 47.2 million has been spent on Super Bowl airtime over the past five years. Tides spots usually feature celebrities such as “Stranger Things” star David Harbor or Charlie Day, who is best known for his role in “It’s Always Sunny in Philadelphia”.
All of this year’s Super Bowl ads can be found here. Super LV kicks off at 6:30 p.m. ET on Sunday and will air on CBS.