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A 30-second commercial slot during Fox’s broadcast of Super Bowl LIV cost a record $5.6 million, up from $5.3 million for last year’s game on CBS. Despite the steep cost, national ad slots sold out by late November, prompting Fox to add additional windows.
Super Bowl commercials are an attraction in their own right, providing brands with access to approximately 100 million viewers that could end up as customers. At the same time, the intense competition can make it difficult for companies to stand out among a crowded field of top-notch commercials.
Some brands, including beermaker Stella Artois, are opting to focus their resources on other marketing efforts, according to the New York Times.
“It’s a matter of balancing and making sure our efforts are not lost in the big sea of messaging that’s going on,” Peter Van Overstraetan, a vice president at Stella Artois parent Anheuser-Busch, told the newspaper.
A list of companies skipping this year’s Super Bowl – including some that regularly advertised during the game in the past – can be viewed below.
Rather than run a Super Bowl commercial, the wireless services company backed by actor Ryan Reynolds took out a full-page ad in the New York Times.
The fast-food chain is sitting out this Super Bowl LIV. Last year, Burger King ran a popular commercial featuring famed artist Andy Warhol eating a Whopper.
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The footwear brand will be on the sidelines this year. In 2019, Skechers aired a Super Bowl commercial starring former NFL quarterback Tony Romo.
Sony and Warner Bros.
The two movie studios are sitting out the Super Bowl this year. Overall, the number of ads from Hollywood movie studios is set to decline for the second straight year, according to the Hollywood Reporter.
Last year's Stella Artois commercial featured actors Jeff Bridges and Sarah Jessica Parker. For this year's game, the beer brand opted for a live three-day event in Miami rather than a commercial.
The website-hosting service won't have a Super Bowl ad for the first time since 2015. Last year's commercial starred model and entrepreneur Karlie Kloss.
Fox Corp. is the parent company of Fox and FOX Business.