Pepsi and Coca-Cola have decided to break the tradition and not run TV commercials during the Super Bowl.
Variety first reported Pepsi decides Last week, with Coca-cola following With an announcement on Friday that it would not air commercials in the airing of CBS’s Super Bowl LV.
In a statement shared with The Hill, Coca-Cola said it made “difficult choices”Make sure that we are investing in the right resources during these unprecedented times. “
“We will be toasting cold-coke with our partner brands,” the company said.
Meanwhile, one of the biggest and most reliable sponsors of the football event, Pepsi opted not to run ads during the game, doubling our current 12 minutes at the Pepsi Super Bowl halftime show in the middle of the Super Bowl. , According to a statement shared with Variety of Pepsi’s vice president, Todd Kaplan.
“We are going to produce it, as we have never produced before,” the couple quoted the halftime show as saying, the decision to cut the ads was not influenced by the desire to limit spending.
Pepsi did not immediately respond to The Hill’s request for additional comment.
The Canadian singer is set to re-set The Weeknd Pepsi-sponsored show, in which the music star will participate in Pepsi’s advertising campaign ahead of the game on 7 February.
Coca-Cola spent about $ 10 million on advertisements in Fox’s Super Bowl LIV broadcast, according to an ad spend tracker.
The Coca-Cola decision comes after an Atlanta-based company announced in December It will cut about 2,200 jobs worldwideCausing sales decline among the coronavirus epidemic, with 1,200 in the US.
Coca-Cola had been preparing for a cut since the summer, when it offered the purchase to about 4,000 employees in Canada and the US, after the brand announced it would shut down Tab, Odwalla and Zico, CNN reported at the time did .
Variety reported on Friday that CBS had yet to announce the sale of its game commercial inventory, with the network seeking $ 5.5 million for advertising packages.
Last year’s football game earned $ 435 million in advertising spending, a new record, according to Kantar.