NEW YORK (AP) — If you watch the Super Bowl for the commercials, you no longer have to wait until the big game to see what advertisers have in store for viewers.
Many companies now release ads ahead of the game in the hope of capitalizing on the buzz that builds as the game approaches. They hope to recoup some of the reported $7 million that’s the going rate for a 30-second spot by capturing pre-game attention.
It’s a big challenge to stand out among the 50-plus advertisers that will be vying for the eyes of the more than 100 million people expected to tune in this year to CBS (and Paramount+ and Nickelodeon) on Super Bowl Sunday (Feb. 11). Last year’s broadcast on Fox was watched by a record 115.1 million viewers, according to Nielsen.
So advertisers pull out all the stops. In the ads released ahead of the game so far, Budweiser focuses on its iconic Clydesdales, Michelob Ultra capitalizes on the iconic star power of soccer legend Lionel Messi, and Uber Eats goes for laughs with an ad where Jennifer Aniston forgets she starred in “Friends” with David Schwimmer. Many more commercials are expected to be released ahead of the game.
Of course, not all advertisers release their ads ahead of the game, so there will be surprises. Big advertisers like Amazon have stayed mum on ad plans so far. And while there have been no indications of such, it remains to be seen whether advertisers will capitalize on this year’s Taylor Swift buzz in some way.