Economic downturn ups the ante for major Super Bowl advertisers General Motor, AB InBev, Netflix

Economic downturn ups the ante for Super Bowl advertisers

Marketers don’t have the same enthusiasm to spend big on ads around the game like they have done in the past.

Additional coverage:

• As marketers continue to build out in-house capabilities, tapping those in-house teams to manage tentpole events like Super Bowl will continue.
• As the pandemic subsides and the digital landscape becomes more fragmented, agencies expect the unexpected at this year's Super Bowl.
• Let’s once again put that cost in perspective and take a look at what $7 million can afford a buyer elsewhere elsewhere in the media landscape.
• PepsiCo plans to spend more than $3 million during the Super Bowl to increase awareness of its brand through Twitter ads the day of the game.
• As brands divest from esports orgs, marketers are beginning to realize that they can get better returns — and better value — from individual streamer partnerships instead.
• Big Village Media, formerly known as Engine Group, and its ad tech entity EMX Digital have filed for bankruptcy protection, a development that will have creditors pondering if they'll ever receive payment.