But substantial uncertainty exists about how huge the audience will be this year, as brands are worried the virus will prevent fans from throwing Super Bowl parties. The pandemic is also altering the messages brands want to relay to customers.
Here’s what you should know.
Super Bowl commercials aren’t cheap, even this year, despite the economic difficulties. CBS is reportedly charging $5.5 million for a 30-second spot. That’s slightly less than last year, but for the first time advertisers will have to cough up an additional $300,000 to be on the network’s online live stream.
Two major automakers, Kia and Hyundai, are also on the bench this year. Kia said that after running Super Bowl ads for a decade, it’s declining this year in order to “expand its charitable initiatives in support of America’s youth.” Hyundai, which has advertised during the game for several years, parked its usual plans for various reasons.
The absences don’t mean the game will be filled with commercials for CBS series “NCIS,” however. Several high-profile advertisers will remain in the game, including Amazon, Cheetos, and Doritos.
There are several first timers too, notably from companies that have grown during the pandemic. Chipotle is airing a spot focused on its sustainability efforts, including “reducing carbon emissions, saving water, and supporting local growers.”
DoorDash has roped in big names for its ad, including rapper Daveed Diggs and “Sesame Street” stalwarts Big Bird, Cookie Monster and Grover. The minute-long spot shows the variety of foods users can have delivered.
Other celebrities starring in ads for newcomers including Amy Schumer for Hellman’s mayonnaise, John Travolta and his daughter for Scotts Miracle-Gro and Dolly Parton in a spot for website maker Squarespace. Comedians Dana Carvey and Mike Myers of “Wayne’s World” fame have been reunited for Uber Eats.