![This year, Super Bowl has decided not to advertise by some advertisers of regular customers. Instead, companies that enjoyed the boom in the Corona era emerged as new advertisers. [로이터=연합뉴스]](https://i0.wp.com/pds.joins.com/news/component/htmlphoto_mmdata/202102/07/e45694f4-da67-46ca-bbc9-8e93670a4188.jpg?w=560&ssl=1)
This year, Super Bowl has decided not to advertise by some advertisers of regular customers. Instead, companies that enjoyed the boom in the Corona era emerged as new advertisers. [로이터=연합뉴스]
A generation change of advertisements for the American Professional Football (NFL) Super Bowl (championship match) takes place.
The long-awaited NFL championship match tomorrow
Generation of Super Bowl advertisements
According to CNBC in the US on the 5th (Korean time), advertisers for Super Bowl will change a lot this year. Corona 19 aftermath. A company that has grown rapidly amid the Corona 19 decided to advertise a spot where some companies, who have consistently advertised as’regular customers’, were missing.
The annual Super Bowl is a’American festival’ that more than 100 million Americans watch. The audience rating is usually over 40%. The promotional effect is so great that companies trying to promote their products and services are running out half-time advertisements. The competition is so fierce that every year the advertising unit price is astronomical. This year, the unit price per 30 seconds soared to about 5.5 million dollars (about 6.15 billion won). It is literally a’advertising war’.
This Super Bowl is a confrontation between Tampa Bay Buccaneers and Kansas City Chiefs. It will be held at Raymond James Stadium, home of Tampa Bay. The venue for the Super Bowl is decided in advance, but Tampa Bay is the first team ever to play the Super Bowl at home after reaching the finals.
This year, Coca-Cola, Pepsi (ideal drink) and Budweiser (liquor) decided not to advertise. Hyundai Motor and Kia, which have consistently advertised as Korean companies, also fell out this year. The reason that existing companies have not advertised is that the Super Bowl enforcement may rather spread the corona. In terms of marketing, it is an analysis that the advertising effect is not as good as in previous years because the competition was held in a mess. The vacant seats were filled by new advertisers. CNBC analyzed that many of the new advertisers were companies booming due to the corona epidemic.
Free stock app’Robin Hood’, online food delivery company’Door Dash’, online used car trading site’Broom’, professional freelance job site’Fiber’, online gambling site’Draft Kings’, Mexican chain restaurant’Chipotley’, These include’Mercari’, a site that deals with goods between individuals, and’Indid’, a job search site. Most of them were aimed at low-out consumers.
Doordash emphasized that it also delivers items such as kitchen towels and cookies. In the meantime, only food has been delivered. Recently, it has expanded its delivery items to household items and health and medical supplies. Broome, which was listed last year, emphasizes the merits of buying and selling used cars online, instead of the traditional way to go to used car stores. “There is no bigger stage in the advertising world than the Super Bowl,” said Peter Sher, the Chief Marketing Officer of Broome.
“Traditionally, Super Bowl has been a tool to change (from an unknown company name) to a name that everyone knows, and this year will not be different,” said Lee Newman, CEO of the advertising agency Interpublic Group.
Reporter Pee Ju-young [email protected]