Here are the biggest Super Bowl advertisers of the last 11 years

With greater than 100 million viewers tuning in, some of the largest U.S. manufacturers shell out thousands and thousands of {dollars} yearly for airtime throughout the Super Bowl.

In years previous, the likes of Doritos and T-Mobile have paid for a number of adverts to run throughout the NFL championship recreation in the hopes of making a splash that can drive shoppers to purchase their merchandise. But this yr, a quantity of manufacturers identified for his or her iconic Super Bowl commercials — Budweiser and Coca-Cola, for instance — are sitting out the huge recreation.

“This is a higher-risk year for them, in terms of striking the right chord with the consumers,” mentioned Charles R. Taylor, a advertising professor at Villanova University. “When they’re thinking about [return on investment], they’re weighing the risk of not getting the message just right and potentially damaging brand equity.”

Of the 9 prime advertisers of the last decade, at the very least 4 aren’t planning on working adverts throughout Sunday’s recreation. Their absence opens up airtime for newcomers, notably the corporations who’ve seen their enterprise soar throughout the coronavirus pandemic, like DoorDash and Chipotle Mexican Grill.

Here are the 9 Super Bowl advertisers who’ve run the most in-game spots from 2010 to 2020, based on knowledge from advert measurement agency iSpot.television:

The Anheuser-Busch InBev beer has aired 26 commercials in the last 11 years throughout the huge recreation. It sometimes airs at the very least two in-game commercials. Between 2016 and 2020, Bud Light has spent $61.four million on Super Bowl airtime, based on estimates from iSpot.

In 2018, it unveiled the “Bud Knight” mascot and has since used the character in medieval-themed “Dilly Dilly” adverts throughout the Super Bowl. In 2019, one of Bud Light’s Super Bowl commercials featured the Bud Knight combating the “Game of Thrones” character The Mountain.

The PepsiCo model aired 19 Super Bowl commercials between 2010 and 2020. ISpot estimates that it is spent about $24.four million on airtime throughout the huge recreation in the last 5 years.

From 2006 to 2016, Doritos’ Super Bowl adverts got here from the minds of shoppers, not promoting businesses. Its “Crash the Super Bowl” contest requested beginner filmmakers for his or her concepts, and the winners would see their advert aired the huge recreation.

Budweiser has aired 18 in-game commercials between 2010 and 2020 and spent $49.9 million on airtime in the last 5 years, based on iSpot.

The AB InBev model’s commercials are greatest identified for its Clydesdale horses, which made their debut in 1975. But this yr snaps its 38-year streak of airing a Super Bowl advert. The advertising minds behind the beer have as a substitute opted to funnel its {dollars} to elevating consciousness for the coronavirus vaccine.

Seventeen T-Mobile spots have aired throughout the huge recreation in the last 11 years. The telecommunications supplier topped iSpot’s record of the biggest spenders in the last 5 years, shelling out $85.three million for Super Bowl airtime.

Oftentimes, T-Mobile’s promoting has centered round its competitors with rival Verizon. This yr, T-Mobile might get a much bigger buzz from a spot it launched Friday that it says was rejected from the recreation as a result of a protected rights cope with Verizon, the NFL’s official telco sponsor. It depicts a flashback scene the place poor cellular phone service prompts Tom Brady to ditch retirement plans and head to the Tampa Bay Buccaneers with Rob Gronkowski. The Buccaneers will face off towards Kansas City this weekend.

In the last 11 years, Coca-Cola has aired 16 Super Bowl adverts. It’s spent an estimated $24.eight million on its in-game adverts over the last 5 years.

Along with rival Pepsi, Coke is sitting out this yr’s recreation.

“This difficult choice was made to ensure we are investing in the right resources during these unprecedented times,” spokesperson Kate Hartman mentioned.

Hyundai has aired 14 commercials throughout the Super Bowl from 2010 to 2020. According to iSpot, it is spent $40.46 million on airtime throughout the last 5 video games.

It’s additionally amongst the corporations sitting out the recreation this yr. The automobile maker cited advertising priorities and the timing of upcoming launches for the resolution.

GoDaddy aired 12 Super Bowl adverts over the last 11 years, however it did not crack iSpot’s record of the prime spenders in the last 5 video games.

The web area registrar unfold consciousness for its providers by sparking controversy over its sexually provocative adverts. But below former CEO Blake Irving, the firm stopped airing commercials that relied on controversy to juice gross sales.

Kia, which is owned by Hyundai, has aired 12 adverts throughout the last ten Super Bowls, tying it with GoDaddy. The automobile model has spent an estimated $54.5 million on airtime in the last 5 years.

Like its mother or father firm’s namesake model, Kia plans on sitting out the huge recreation this yr.

The Procter & Gamble detergent has aired 11 commercials throughout the last decade. In the last 5 years, it is spend about $47.2 million on Super Bowl airtime. Tide’s spots normally function celebrities, like “Stranger Things” star David Harbour or Charlie Day, greatest identified for his function on “It’s Always Sunny in Philadelphia.”

See all of this yr’s Super Bowl adverts right here. Super LV will kick-off at 6:30 p.m. ET on Sunday and air on CBS.