Today is the Big Game but unlike previous years the focus might actually be on the field instead of on the commercials. Many of the major sponsors have opted not to advertise in this Super Bowl and are either saving or redirecting the $5 million that would have been spent on each 30-second ad.
Among the most notable brands that are sitting this one out is Budweiser whose memorable commercials are often more enjoyable than the game itself. Bud has been a sponsor for the last 37 years but will instead share its marketing budget with the Ad Council and COVID Collaborative. Pepsi, Coke, and Hyundai are also on the sidelines.
The decision of these sponsors is another reminder that not doing something can often be a strategic decision. You don’t always have to add or do more. Sometimes doing saying no is the most powerful move of all.
