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Super Bowl 2021: Where Marketers and Advertisers Stand

Last week, Toyota bought its fourth consecutive Super Bowl ad spot.
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Last week, Toyota bought its fourth consecutive Super Bowl ad spot. In light of the announcement, let’s take a look at where marketers stand re: 2021’s big game.

  • In October, Avocados from Mexico said “pass” on a 2021 Super Bowl spot after six consecutive years as an advertiser.
  • Olay made the same call last week after a two-year Super Bowl run.

On the other cleat: Mars Wrigley and WeatherTech are confirmed 2021 advertisers, with CBS noting 80% of its Super Bowl LV ad inventory has been sold.

  • In comparison, 2019’s Super Bowl inventory sold out before Thanksgiving—but many previous games have taken longer to sell out too.

Looking ahead: If you’ve been following sports at all in 2020, you know many games get postponed when players get Covid-19. Perhaps CBS’s remaining 20% of ad inventory will be snatched up closer to non-rain check date as a result.

+1: CBS’s 2021 ad spots currently sell for “$5.5 million per 30 seconds…slightly lower than last year’s rate of $5.6 million per 30 seconds,” per Adweek. But $5.5 million is still pretty high historically—in 2018, for reference, the price was $5 million.

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