Multiple companies have already released their ads for this year’s Super Bowl, while some other brands have released teasers and trailers to build up anticipation for their commercials during the game.
Budweiser was the first brand to release a full Super Bowl commercial ahead of time. On Jan. 15, it released a minute-long “American Icons” spot, featuring one of the Clydesdale horses that are often featured in its ads and a bald eagle, honoring both the beer brand’s 150th anniversary and America’s 250th, according to television ad research firm iSpot.
Other early ad releases include spots for Bud Light, Dove, Fanatics Sportsbook, GrubHub, Hellmann’s, Hims, Instacart, Meta, Michelob, Pepsi, Pringles, Ring, Ritz Crackers, Ro, Svedka, Toyota, Turbo Tax, Uber Eats, Volkswagen and Xfinity, according to iSpot.
Teasers have been released by some of those brands as well as by Dunkin, Lay’s, Liquid Death, Nerds, Rocket Mortgage, Squarespace, State Farm, T-Mobile and Wix.com.
Viewers should expect humor to feature heavily in this year’s crop of ads, that advertisers “really want to get people to not worry for a few hours. I think that’s why humor has made such a surge,” iSpot CEO Sean Muller told CBS News.
The Super Bowl, a rematch of the 2015 Super Bowl featuring the Seattle Seahawks and New England Patriots, will air Sunday night on NBC and the Peacock app.
The ads cost as much as $10 million a pop for a 30-second spot this year. About 10% of the ads were reserved for local advertisers, and Peacock viewers may see different ads, which NBCUniversal sold at a discount from the price for the ads on network TV.
“It’s a good way for marketers to get into the game without the full sticker price, but yet still find a full national audience,” Mark Marshall, NBCUniversal’s chairman for global advertising and partnerships, told Bloomberg.
Mr. Marshall also told Bloomberg that many of the brands hawking products are new this year, with almost 40% of them not buying ad space last year.
An average of 127.7 million people watched last year’s game across all platforms.
