The meteoric rise of Super Bowl ad prices looks to be over. CBS., which will broadcast the big game from Atlanta on Feb. 3, is selling 30-second commercials for $5.1 million to $5.3 million, people familiar with the matter said. That’s roughly the same price as last year, when NBC sold them for $5.24 million, according to research firm Kantar Media.
Coca-Cola is pulling back from the Super Bowl after an 11-year run, opting to run a commercial just before kickoff of the CBS broadcast of the game on Feb. 3, but not in the event itself.
U.S. states are increasingly legalizing marijuana, but the drug still isn’t mainstream enough to convince CBS to let a cannabis company run a Super Bowl ad in 2019. Acreage Holdings, a New York-based cannabis firm that made a splash last year when it added former House Speaker John Boehner to its board, says that CBS rejected its proposed 30-second spot.
Ever since the NFL launched Thursday Night Football, the Super Bowl has been a harder sell for advertisers. But CBS says it has commitments for “more than 90%” of its available commercial inventory with about a month to go before the game.
InBev will run eight ads, totaling 5 minutes, 30 seconds, for five brands: Budweiser, Bud Light, Michelob Ultra, Stella Artois and Bon & Viv Spiked Seltzer.
Pringles, which advertised in the Super Bowl for the first time in 2018, will be back for Super Bowl LIII next year, the Kellogg’s brand says. The brand’s game campaign will also include digital media, social media and PR.
This year’s Super Bowl advertisers are trying hard to steer clear of everything from politics to the #MeToo movement with lightly humorous ads that don’t offend. The goal is to capture the attention of the 111 million-plus viewers expected to tune in Sunday when the Philadelphia Eagles take on the New England Patriots. Thirty-second slots are going for more than $5 million for airtime alone.