Super Bowl ads: It’s getting harder for commercials to score with consumers

With the Kansas City Chiefs and the San Francisco 49ers set to face off in the 2024 Super Bowl, another conversation now begins in earnest about the TV commercials that will run during one of the most-watched television events of the year. And while some of the usual suspects will once again advertise on-air to the more than 110 million viewers watching the game in the U.S., other regulars will be noticeably absent.

As professors who study marketing and business ethics, we’re keenly interested in Super Bowl advertising. So we looked at the roster of advertisers in search of trends.

Also missing this year will be GoDaddy, whose Super Bowl ads have generated buzz over the years. Its management has indicated that the company is exploring other marketing options that create more engagement for their target markets.

Super Bowl ads this year, which sold out by early November 2023, are dominated by food and beverage brands. These products appeal to a broad target audience. First-time advertisers like Popeyes, Drumstick, Nerds, and Pepsi’s new lemon lime soda, Starry, will join perennial advertisers Reese’s, M&M’s, Pringles, Frito-Lay and Mountain Dew, among others.

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