Forbes Launches CxO Platform | Marcel Marcondes Talks About Why Budweiser Is Skipping The Super Bowl | How People Plan To Watch The Big Game (And The Ads)

Good morning,

This week we announced the launch of the Forbes CxO platform, a next-level initiative to shine a spotlight on C-suite collaboration. The initiative includes exclusive Forbes research, a newsletter and ongoing coverage, and it kicks off with the launch of “CxO Nexus,” a CxO video-interview series. Through Forbes CxO, we'll examine the trends in C-suite partnerships that are necessary to spur impactful change and drive growth. Read more about it here and stay tuned for more information in the weeks and months ahead. Also catch the first several parts of the video series, featuring Delta CMO Tim Mapes and Chief Information Officer Rahul Samant, Peloton Head of Marketing Dara Treseder and Chief Membership Officer Brad Olson and Mars CMO Jane Wakely and Chief Digital Officer Sandeep Dadlani.


In other news, it's also earnings season. On Wednesday, Facebook reported its fourth-quarter results for 2020, posting revenue of $28.1 billion and picking up the pace of growth compared to the first three quarters of last year during the pandemic which saw $17.7 billion, $18.7 billion, and $21.5 billion, respectively.

With the Super Bowl less than two weeks away, more and more brands are announcing their plans for the big game, but how viewers watch may be a little different this year. According to Adtaxi's annual report on Super Bowl viewership trends, one in four people plan to stream the game this year, while 57% plan to tune in via TV or cable. And with the Covid-19 pandemic still raging across America, 68% of fans plan to watch at home alone or with members of their immediate household. AdTaxi also found that 67% plan to use more than one device to engage with Super Bowl content, with 72% planning to use social media and 37% planning to use a sports website.

When it comes to the ads themselves, new survey data from Lucid finds that 69% of respondents think the commercials will include pandemic-related themes such as social distancing or mask-wearing along with topics related to social justice. However, pricey ads may not sway buyers, with just 9% of respondents saying they're "very likely" to change their perception of a brand based on a Super Bowl spot. And in terms of the actual content, 42% only watch the ones with celebrities, while 66% think humor is the most appealing element.

And finally, a little more data to share: A new report from Porter Novelli looks at how the impact of cancel culture has evolved over the past year. For example, the PR firm finds that 64% of respondents think social media has given them "a voice to influence companies" while 72% feel "more empowered than ever before" when it comes to sharing their opinions about companies. Meanwhile, 66% say they'll still "cancel" a company if they do something wrong or offensive--even if they like a company's products or services--but 73% say they're less likely to cancel a company they think is "purpose-driven." And when it comes to forgiveness, 84% say they're more likely to forgive if it's a company's first time making a mistake. (There's a lot more data in the report, but we can't fit it all in here.)

As always, if you have story pitches, news tips, or anything else to share, please get in touch.

Marty

Marty Swant

Marty Swant

Editor, CMO Network

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Anheuser-Busch U.S CMO Marcel Marcondes On Why Budweiser Is Skipping The Super Bowl
 
 

Anheuser-Busch U.S CMO Marcel Marcondes On Why Budweiser Is Skipping The Super Bowl

Anheuser-Busch U.S. CMO Marcel Marcondes talks about the decision to have Budweiser skip the Super Bowl and what he's planning instead.

Budweiser won't be in this year's big game, but that doesn't mean it's sitting on the sidelines.

Anheuser-Busch’s flagship beer brand is instead donating its advertising dollars to the Ad Council and COVID Collaborative to raise awareness of Covid-19 vaccines.

According to U.S. CMO Marcel Marcondes, the decision is “good for society, it’s good for the economy, and it’s good for the brand.” Along with partnering on the creative output that the Ad Council is developing to help people better understand the vaccines, Budweiser is also donating the price of the airtime that would have been their commercial slots during the Super Bowl.

“We’re seeing one or another company saying they’re out of the game this time,” Marcondes says. “But for me, the thing is why? What’s the purpose? So what are you going to do better instead? For Budweiser, it’s not that we are out just because we're trying to save money or what, right? Our thing is we have a clear reason. We’re not doing this, because we would rather do that. I think this is the right way to go. I still believe and we used to believe the Super Bowl is a powerful platform. 100%. The country still stops to start to watch the game, and moreover, they stopped to watch the ads.”

This doesn’t mean Anheuser-Busch's other brands won’t be in the Super Bowl. But Marcondes says the ads will have a different tone, adding that this year, strategy documents aren’t as much about the game, since the ads are more about “meaning and relevance” than entertainment.

Read the full story.

"Hopefully, there will be more Super Bowls ahead of us, and we can always be back. But this time, there is something better that Budweiser can do for people."

Marcel Marcondes

U.S. Chief Marketing Officer, Anheuser-Busch

Leadership & Strategy

‘Empathy Expert’ Joins Arnold And Havas Media As Entrepreneur-In-Residence
 
 
‘Empathy Expert’ Joins Arnold And Havas Media As Entrepreneur-In-Residence

Forbes Contributor Todd Wasserman talks with Michael Tennant, Arnold's new entrepreneur-in-residence, about his new role at Arnold Worldwide and its sister agency Havas Media, and why empathy matters in marketing.

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2021 Forbes CMO Next
 
 
 

ForbesLive

2021 Forbes CMO Next

Join Forbes and the CMO Network on February 11 from 11 a.m –1 p.m. ET as we celebrate and engage in conversation with the 50 marketing chiefs on the 2021 CMO Next list who are redefining the role and shaping the future.

Register To Attend →
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