Budweiser additionally went the charitable route, saying earlier this week that it might skip the game for the first time in 37 years and make a donation to a vaccine consciousness marketing campaign. Pepsi remains to be spending massive on halftime present advertising and marketing, however different manufacturers skipping the sport appear to be saving cash, or not less than avoiding the potential advert manufacturing complications that include making adverts throughout social distancing.

Kia’s absence will seemingly assure that the auto class will produce far fewer Tremendous Bowl adverts than in recent times. Solely GM and Toyota have confirmed adverts this yr up to now, with GM saying it would run two 60-second spots for electrical autos. Along with Hyundai, Audi, BMW, Lexus, Porsche, Mercedes-Benz, Volkswagen and Ford are among the many manufacturers which have mentioned they don’t have any plans to run adverts within the sport. Jeep proprietor Stellantis (previously Fiat Chrysler Vehicles) has not but confirmed its plans.

Within the 2020 Tremendous Bowl, six automakers consumed a complete of seven minutes and 30 seconds of airtime, spending an estimated $77 million on media buys—greater than another class, according to Kantar. The class’s latest high-water mark got here in 2018, when 11 auto manufacturers ran adverts.

Kia for years had been identified for lighthearted, celebrity-filled Tremendous Bowl adverts from company David & Goliath that had starred the likes of Melissa McCarthy, Christopher Walken and Pierce Brosnan. The model started taking a extra critical tone in 2019 with an advert that spotlighted the small city of West Level, Ga., dwelling to the Kia plant the place the Telluride is manufactured.  

Kia’s resolution to take a seat out the Tremendous Bowl comes after it made a significant investment in New Year’s Eve marketing—its first-ever giant scale effort across the vacation—that included TV adverts on ABC’S “Dick Clark’s New Yr’s Rockin’ Eve with Ryan Seacrest 2021” broadcast, plus loads of Instances Sq. signage.