Tracking every ad buy for Super Bowl LV

Advertisers face a tricky playing field in preparing for 2021's big game, juggling uncertainty and finessing creative to strike the appropriate tone following a bleak year. Tune in here for updates on the game's ads ahead of Feb. 7.
Yujin Kim/Marketing Dive

It's already been an unusual football season, with the NFL postponing some games and taking its Pro Bowl virtual on video game Madden. This uncertainty has extended to the timing and format of Super Bowl LV, confusing marketers across categories.

Players, fans and advertisers alike face a tricky playing field and, in the weeks ahead, will have to navigate the ongoing challenges spurred by COVID-19. Despite that, brands have begun to confirm their ad buys or announce switch-ups for the championship match in February.

Historically, the big game is an ad revenue juggernaut, raking in $435 million in more than 51 minutes from ads in 2020's game. This year's host network CBS sold about 80% of its inventory as of early December, charging around $5.5 million for 30 seconds of airtime. Still, it remains to be seen how the differing sectors will face off, with movie studios suffering this year and the snack category seeing a windfall in recent quarters from folks spending more time at home.

As brands reveal details on their plans and upcoming creative, Marketing Dive will update this tracker on the road to Tampa. Tune in here for updates on the game's ads ahead of Feb. 7.