A number of large companies have decided to sit out advertising during this year’s Super Bowl, giving smaller brands and marketers with 360-degree campaigns a chance to shine during the big game on Sunday.
M&M’s, H&M, Dannon, and a number of major automakers, such as Volkswagen, General Motors, Ford, and Lincoln are among those that have decided not to run ads at the NFL’s marquee event on Sunday. Yet even with the exorbitant price to run an ad, viewers don’t have to worry about a Super Bowl commercial drought, since many brands are joining the marketing madness for the first time or returning to the game after years away.
“In the last few years, we’ve seen that some of the lesser-known brands have had the most impact because they’re not known yet, so you have this huge platform to get your name out there,” explains Jeri Smith, CEO of advertising research firm Communicus.
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