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Super Bowl LV Commercials: Hyundai Breaks Streak, Won’t Run an Ad

It’s the most high-profile brand to break a major Super Bowl ad in 2021 streak thus far.
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Our biggest 2021 Super Bowl worries about a commercial-free evening haven’t exactly become reality…although Hyundai just announced it’s sitting out the big game. It’s the most high-profile brand to break a major Super Bowl ad streak (12 out of the last 13 years), per Ad Age.

  • Last week, the automaker released a statement explaining its decision, saying it was “based on marketing priorities, the timing of upcoming vehicle launches and where we felt it was best to allocate our marketing resources,” per MediaPost.
  • “We’ve always been in [the Super Bowl] and have been firmly in it, but this is a different time in a different year,” Hyundai CMO Angela Zepeda told Ad Age last month.

Zoom out: In early December, CBS slapped a big red SOLD OUT label on 80% of its Super Bowl LV ad inventory. For context, 2019’s Super Bowl inventory sold out before Thanksgiving.

My takeaway: Despite 2019’s quick sales and some advertisers pulling the plug in 2021, it's too early to conclude that the pandemic has completely thrown Super Bowl ad sales off course yet. For instance, many prior games sold out post-Thanksgiving as well.

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