Super Bowl Ads: Why Budweiser And Coke Are Passing On Game

Super Bowl viewers who care more about the commercials than the game itself might be surprised when a staple of the event is missing this year. Budweiser won’t run a Super Bowl advertisement during the Feb. 7 contest between the Kansas City Chiefs and Tampa Bay Buccaneers.

It’s the first time in 37 years that the beer company won’t have a Super Bowl ad. Coke and Pepsi are skipping the NFL game, as well.

Why are some of the world’s largest brands foregoing commercials during Super Bowl LV?

The money Budweiser would typically spend on a Super Bowl ad will instead go toward boosting COVID-19 vaccine awareness, the company announced in an online ad Monday. A commercial during the 2021 Super Bowl costs approximately $5.5 million, CNBC has reported.

The Ad Council and COVID Collaborative's Vaccine Education Initiative will receive some of the Super Bowl airtime that was supposed to promote Budweiser. The organizations are receiving $1 million from the beer company for future ads, CNN reports.

Anheuser-Busch, which produces Budweiser, will still run Super Bowl ads for Bud Light and Michelob Ultra.

Coca-Cola announced its intention not to run any Super Bowl ads one week before the game’s matchup was set. Pepsi made a similar announcement one week prior.

“This difficult choice was made to ensure we are investing in the right resources during these unprecedented times,” Coca-Cola spokesperson Kate Hartman said.

Coke has taken a financial hit during the pandemic. The company’s revenue fell 13% during the first three-quarters of 2020, according to CNBC. Coke’s market value has dipped 14% over the last year.

Pepsi is still sponsoring the Super Bowl halftime show. It will have a campaign leading into the show, which will be highlighted by The Weeknd, instead of a traditional commercial during the game.

Pepsi’s stock has risen 2% in the last year.