Automotive advertisers decreased share of voice the most year-over-year, dropping to 16% of national ad minutes compared to 21% of airtime last year. Audi, Hyundai, Kia, and Porsche were among the automakers who sat out this year’s Super Bowl after advertising in last year’s game.
Also down were Retail & Apparel (almost a 50% reduction from a 7% to a 4%).
Some verticals that went up
Financial services & insurance advertisers increased share of voice the most year-over-year, capturing 14% of national ad minutes compared to 8% last year. Newcomers included online brokerage Robinhood and retail mortgage lender Guaranteed Rate.
Restaurants doubled TV airtime to reach the 8% of the total.
Consumer products, more for less
While consumer goods advertisers made up just under 10% of estimated national TV ad spend during the 2020 NFL regular season and playoffs, the category again captured the highest Super Bowl share of voice with 31% of national ad minutes.
Returning big game advertisers included Anheuser-Busch’s Bud Light and Michelob Ultra, PepsiCo’s Doritos and Cheetos, and Proctor & Gamble’s Tide. Kimberly-Clark’s Huggies and Dr. Squatch were among the brands debuting their first ever Super Bowl ads, offsetting Coca-Cola and other consumer goods brands who were idle this year.
Anheuser-Busch led the share of voice despite Budweiser took the year off
Returning advertisers from last year’s telecast ultimately secured 56% of national commercial minutes – up from 52% last year. Anheuser-Busch again led share of voice among advertisers, with 4 minutes and 45 seconds of commercials across its portfolio of brands – even with Budweiser taking the year off.
And this happened although pre-game headlines highlighted several stalwart Super Bowl advertisers who opted to heep out of this year’s Super Bowl.
Image over the headline.- Caption of the Ashton Kutcher and Mila Kunis Super Bowl ad 2021 for Chhetos by Goodby Silverstein and Partners, directed by Bryan Buckley. © Frito-Lay North America/Goodby Silverstein and Partners
Related external links:
Read the full report here
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