As brands rethink Super Bowl engagement, what stands out for consumers?

Many of the traditional big players are sitting out this year’s event, but research shows that some brand awareness is already baked in for longstanding advertisers.

Ragan Insider Premium Content

Is the Super Bowl worth the spend this year, when in-person attendance will be a fraction of the usual hoopla for the year’s biggest U.S. sporting event? When you look at the numbers, some of that affinity might already be baked in for audiences.

Budweiser made headlines when it said it wouldn’t air an advertisement for the big game, instead giving its TV time over to COVID-19 vaccination efforts. The move was lauded by many, though the praise felt overdone for some. And Anheuser-Busch is still airing ads for other brands such as Bud Light and Michelob Ultra.

And even though this year’s big game won’t feature the iconic Clydesdale horses from ads of yore, many audience members will still be thinking of the popular beer company on game day. According to the Morning Consult, 29% of Americans say Budweiser’s commercials stand out in their memory when they think of the Super Bowl:

(Image via Morning Consult)

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.