New advertisers step up for this year's Super Bowl

Uber Eats, along with other brands that are thriving right now, are taking over the airwaves during Super Bowl LV, while some major household names decided to bow out of this year's telecast.

Celebrity-laden ads, normally a mainstay during commercial breaks from the championship game, are going for a much lighter touch this year.

Advertisers are aiming to inject some humor and levity into the year's most-watched U.S. televised event after 11 months of social distancing and staying at home.

AdWeek Editor-In-Chief Stephanie Paterik says nostalgia is also the name of the game this year.

"In a year unlike any other, this is going to be a Super Bowl unlike any other, and we're seeing a lot of new trends. One is nostalgia, that you're going to see a lot of ads that are bringing back characters you have loved from the past and are harking back to what we might remember as simpler times.”

While Super Bowl advertisers usually go for laughs or tug at viewers’ heartstrings, this year brands are skating a fine line to avoid insensitive humor - or to further depress sports fans after an emotionally draining 2020.

But there won’t be ads from two longtime advertisers: Coca-Cola and Budweiser, two major corporate brands who are instead using their dollars to fund vaccine efforts and save money during uncertain economic times.

Their absence makes room for a new roster of advertisers including DoorDash, tech gadget maker Logitech, and even embattled trading app Robinhood to take up the slack.

[PATERIK] "Last year, Fox sold 30 seconds of Super Bowl ad time for $5.6 million. This year, CBS sold it for $5.5 million, a little bit cheaper. But there's a caveat. They charged an additional $300,000 to brands who wanted to show those ads for people streaming the game on CBS as well."

Thanks to those new Super Bowl advertisers, ViacomCBS said all the spots for the Big Game on the CBS broadcast network are sold out.

Video Transcript

- Yeah, eat local.

- Or jump on the latest trend.

- Uber Eats, along with other brands that are thriving right now are taking over the airwaves during Super Bowl LV, while some major household names decided to bow out this year's telecast. Celebrity-laden ads, normally a mainstay during commercial breaks from the championship game, are going for a much lighter touch this year. Advertisers are aiming to inject some humor and levity into this year's most watched US televised event after 11 months of social distancing and staying at home.

- Hey, that's my face. You can't just wear my face.

- "Adweek" editor in chief Stephanie Paterik says nostalgia is also the name of the game this year.

STEPHANE PATERIK: In a year unlike any other, this is going to be a Super Bowl unlike any other. And we're seeing a lot of new trends. One is nostalgia, that you're going to see a lot of ads that are bringing back characters you have loved from the past, and are harking back to what we might remember as simpler times.

SHAGGY: (SINGING) No one granted access to your snacks. No act surprised that she sneak behind your back--

- While Super Bowl advertisers usually go for laughs or a tug at viewers' heartstrings, this year brands are skating a fine line to avoid insensitive humor or to further depress sports fans after an emotionally draining 2020. But there won't be ads from two longtime advertisers, Coca-Cola and Budweiser.

The two major corporate brands are instead using their to fund vaccine efforts and save money during uncertain economic times. Their absence makes room for a new roster of advertisers, including DoorDash, tech gadget maker Logitech, and even embattled trading app Robinhood to take up the slack.

STEPHANE PATERIK: Last year Fox sold 30 seconds of Super Bowl ad time for $5.6 million. This year, CBS sold it for $5.5 million, a little bit cheaper. But there's a caveat. They charged an additional $300,000 to brands who wanted to show those ads for people streaming the game on CBS as well.

- Thanks to those new Super Bowl advertisers, Viacom CBS said all the spots for the big game on the CBS broadcast network are sold out.

- Go time, excellent.