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Budweiser is skipping the Super Bowl for the first time in nearly four decades

January 25, 2021. Summarized by summa-bot.

Compression ratio: 20.8%. 1 min read.

SHENZHEN, CHINA - 2020/10/05: Budweiser beer cans displayed for sale in a supermarket. (Photo by Alex Tai/SOPA Images/LightRocket via Getty Images)

Budweiser's Clydesdale horses have become synonymous with the Super Bowl. But this year, they're getting a rest: For the first time in 37 years, the beer company isn't advertising during the Super Bowl.

But this year, they're getting a rest: For the first time in 37 years, the beer company isn't advertising during the Super Bowl.

Instead, Budweiser is shifting the money that would've been spent on the commercial slot — a reported $5. 6 million for the February 7 event — to support "critical Covid-19 vaccine awareness" with donations and future ad campaigns, the company said Monday.

EMarketer also reported that companies are "carefully considering the financial costs associated" with a pricey Super Bowl ad because some are worried the game might have smaller ratings compared to previous years because the pandemic is preventing people from holding viewing parties.

"Obviously brands need to speak to consumers in the right tone and are rightly worried about getting this wrong, but I have no doubt that the Super Bowl will remain the year's biggest sports and advertising event," he said.

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