{"id":17211,"date":"2021-02-08T18:56:00","date_gmt":"2021-02-08T17:56:00","guid":{"rendered":"https:\/\/eastwind.es\/marketing\/?p=17211"},"modified":"2021-02-09T21:18:16","modified_gmt":"2021-02-09T20:18:16","slug":"super-bowl-lv-while-automotive-reduced-tv-airtime-financial-services-and-restaurants-almost-doubled","status":"publish","type":"post","link":"https:\/\/eastwind.es\/marketing\/en\/super-bowl-lv-while-automotive-reduced-tv-airtime-financial-services-and-restaurants-almost-doubled\/","title":{"rendered":"Super Bowl LV.- While automotive reduced TV airtime financial services and restaurants almost doubled"},"content":{"rendered":"\n

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%).<\/p>\n\n\n\n

Some verticals that went up<\/strong><\/span><\/h4>\n\n\n\n

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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.<\/p>\n\n\n\n

Consumer products, more for less<\/span><\/strong><\/h4>\n\n\n\n

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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.<\/p>\n\n\n\n

\"Comscore<\/a>
\u00a9 comScore and Hive<\/span><\/figcaption><\/figure>\n\n\n\n

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.<\/p>\n\n\n\n

Anheuser-Busch led the share of voice despite Budweiser took the year off<\/span><\/strong><\/h4>\n\n\n\n

<\/p>\n\n\n\n

Returning advertisers from last year’s telecast ultimately secured 56% of national commercial minutes \u2013 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 \u2013 even with Budweiser taking the year off.<\/p>\n\n\n\n

And this happened although pre-game headlines highlighted several stalwart Super Bowl advertisers who opted to heep out of this year’s Super Bowl.<\/p>\n\n\n\n

Image over the headline.-<\/strong> Caption of the Ashton Kutcher and Mila Kunis Super Bowl ad 2021 for Chhetos by Goodby Silverstein and Partners, directed by Bryan Buckley. \u00a9 Frito-Lay North America\/Goodby Silverstein and Partners<\/span><\/h4>\n\n\n\n

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Related external links<\/span>:<\/span><\/strong><\/h4>\n\n\n\n

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Read the full report<\/span> here<\/span><\/a><\/p>\n\n\n\n

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Related Eastwind Marketing links<\/span> (comScore Analysis Super Bowl LV):<\/span><\/strong><\/h4>\n\n\n\n

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Super Bowl LV.- In-game exposure got the lion\u2019s share in screen time<\/span><\/a>
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<\/p>\n\n\n\n

Super Bowl LV.- Women and athletes in ads still on the rise, new products and online calls to action down around a 50%<\/span><\/a>
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<\/p>\n\n\n\n

Super Bowl LV.- Just Bud and Bass told about challenges posed by the pandemic in 2020<\/span><\/a>
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Related Eastwind Marketing links<\/span>:<\/span><\/strong><\/h4>\n\n\n\n

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Super Bowl LIII.- Not only Skittles opted out of the game in the most women centric NFL competition ever<\/span><\/a>
<\/p>\n\n\n\n

Droga 5 \u201cresurrects\u201d Crocodile Dundee for Tourism Australia at the Superbowl<\/span><\/a>
<\/p>\n\n\n\n

Pepsi launches Kola House hospitality venture preview during the Superbowl<\/span><\/a>
<\/p>\n","protected":false},"excerpt":{"rendered":"

Financial services & insurance brands increased share of voice the most. Robinhood and Guaranteed Rate were the newcomers<\/p>\n","protected":false},"author":24,"featured_media":17214,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[5],"tags":[704,11009,2196,11008,11007],"yst_prominent_words":[],"_links":{"self":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts\/17211"}],"collection":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/comments?post=17211"}],"version-history":[{"count":0,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts\/17211\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/media\/17214"}],"wp:attachment":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/media?parent=17211"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/categories?post=17211"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/tags?post=17211"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/yst_prominent_words?post=17211"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}