Snack foods, beer and soft drink brands are big spenders when it comes to advertising at the Super Bowl, said to create the world's biggest audience of about 100 million.
The idea is that people get together, buy in a range of snacks and beer, plus soft drinks for those underage, and watch the big game together.
This year COVID-19 will have an impact on that. Perhaps games parties will be smaller.
On top of that some big brands are worried about the big issues out there, including Black Lives Matter, and are anxious their commercials don't backfire.
Marketers want a hard return for giving CBS a reported $US5.5 million (AUD7.11 million) for a 30 second spot.
Coke, Pepsi and Budweiser -- regulars at the Super Bowl -- have decided to sit this one out.
Timothy Calkins, a professor of marketing at Northwestern who created the Kellogg Super Bowl Advertising Review in 2005, says anyone with the slight interest in advertising should tune into this year’s Super Bowl.
“Bold brands may attempt to reference the COVID-19 impact directly in their messaging,” he says.
“More tame brands may not confront the issue directly, but they are likely to be extra sensitive to not send the wrong tone.
“The challenge for every Super Bowl advertiser is to balance the rather somber environment we find ourselves in with consumers’ desire for some much-needed entertainment and distraction.”
The snack foods appear to be going at the Super Bowl with enthusiasm.
Mars Wrigley is using the iconic humour and colourful fun of M&M'S, the brand's sixth Super Bowl ad in the past decade.
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