Hello, Booze Bowl… At the 57th Super Bowl on Sunday, viewers’ll get an eyeful of more than just football. For the first time since 1989, Bud maker Anheuser-Busch InBev will not be the exclusive alcohol advertiser. Expect more sip suppliers this year: Crown Royal, Heineken, Molson Coors, and Rémy Martin will all run ads alongside AB InBev's three minutes of airtime.
- Are you ready for some eyeballs… The Bowl is the most-watched event in US sports, making it a top marketing opp. 100M+ people are expected to watch Super Bowl LVII.
- $$econds: Fox, the broadcaster, said it sold some 30-second spots for a record $7M+, and that all in-game ad slots are booked.
Goodbye, Crypto Bowl… Last year's big game was dubbed the "Crypto Bowl" as blockchain behemoths Coinbase, Crypto.com, eToro, and FTX flooded the ads zone (think: "fortune favours the brave" and "don't be like Larry"). The crypto-sphere was in high spirits, and crypto cos spent $54M on ads. Now, with companies feeling crypto winter's chill, Fox says there are no crypto ads scheduled to air during this year’s Bowl. That leaves plenty of room for alcohol giants to fill the gap.
The familiar thrives in uncertain times… With celeb endorsements pouring in last year, crypto got a mainstream boost from Super Bowl viewers. But after FTX’s implosion, they may be less receptive to upbeat and edgy crypto-mercials. Beer, on the other hand, is a familiar football companion that many can get behind — and booze powerhouses are keen to capitalize on that.