With more consumers than ever stuck indoors, this year's Super Bowl event is set to be one of its biggest yet. With that, comes a huge opportunity from advertisers, who are putting big money into promoting their products to this uniquely wide audience.
Some brands, however, are opting out of this year's event, choosing to spend their ad money on furthering relief efforts surrounding the COVID-19 pandemic. Kia, is one of those brands, who announced this decision recently, stating that the car manufacturer will be ending its 10-year Super Bowl ad streak.
While it is not yet announced what the brand will be doing with the relocated money, the company stated more details will be arriving on February 4th.
Image Credit: Kia
What's Driving This Trend
- Super Bowl Advertising Shifts
- As more brands prioritize COVID relief efforts, there will be a shift away from spending big on Super Bowl advertising.
- Cause Marketing
- Brands that choose to redirect ad spend towards COVID relief efforts will benefit from an increased positive brand image.
- Online Viewing Platforms
- As more consumers watch the Super Bowl from home, advertisers will benefit from investing in digital advertising platforms.
Who This Affects Most
- Automotive
- Automotive companies, like Kia, that choose to redirect their ad spend towards charitable efforts will benefit from an increased positive brand image.
- Non-profit
- Non-profit organizations that partner with brands redirecting advertising spend towards COVID relief efforts will gain exposure and additional support.
- Digital Advertising
- Digital advertising platforms will benefit from an increase in investment due to the rise in online viewing of the Super Bowl event.
