The beverage giant bought 60 seconds of commercial time during Fox’s broadcast of Super Bowl LIV on Feb. 2. The creative direction of Coca-Cola’s Super Bowl commercial has yet to be determined.
Variety was first to report Coca-Cola’s Super Bowl plans.
Coca-Cola paid at least $10 million for the time slot, based on Fox Sports’ reported asking price for Super Bowl commercial windows. A Fox executive told Variety that the network had already sold out of its ad inventory for the NFL’s annual event and had sought anywhere from $5 million to $5.6 million per 30-second window.
The Super Bowl is considered one of the preeminent advertising events of the year, with top companies committing millions of dollars toward production and working with A-list stars. The game regularly draws more than 100 million viewers worldwide and generally ranks as the most-watched television event of the year.
Coca-Cola had a relatively light advertising presence during Super Bowl LIII, opting for a single 60-second animated commercial that aired just before the game began. Pregame commercial slots are cheaper than in-game slots.
Prior to that showing, Coca-Cola had aired a commercial during the Super Bowl for 11 straight years, according to Variety. The company’s chief rival, Pepsi, aired a star-studded commercial featuring Cardi B and Lil Jon during last February’s game.
Fox Corp. is the parent company of FOX Sports and FOX Business.