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When is the Budweiser Super Bowl Commercial? Everything You Need to Know

The big question everyone asks every year: When will we see the iconic Budweiser Clydesdales and heartwarming stories during the Super Bowl? Unfortunately, for the second year in a row, Budweiser will not be airing a national commercial during Super Bowl LVIII in 2024. Instead, Anheuser-Busch InBev (AB InBev) will be focusing on its other brands, particularly its non-alcoholic beverage offerings.

Understanding Budweiser’s Super Bowl Strategy

While the absence of a Budweiser-branded national ad might disappoint some, it’s essential to understand the strategic shift behind this decision. AB InBev isn’t abandoning the Super Bowl; they are simply re-allocating their advertising resources.

Why the Shift?

Several factors likely contribute to this change in strategy:

Brand Portfolio Diversification: AB InBev has a vast portfolio of brands, and dedicating all Super Bowl airtime to Budweiser limits exposure for its other products.
Rise of Non-Alcoholic Beverages: There’s a growing consumer demand for non-alcoholic options, and AB InBev is investing heavily in this market. Promoting brands like Bud Zero during the Super Bowl aligns with this trend.
Targeted Marketing: Super Bowl ads are expensive. AB InBev might be finding that targeted digital marketing campaigns and regional advertising offer a better return on investment for specific brands.
Storytelling Beyond the Screen: Budweiser has always been known for their powerful Super Bowl storytelling. They are now exploring alternative avenues to connect with audiences, including social media campaigns and experiential events.

Frequently Asked Questions (FAQs) about Budweiser and the Super Bowl

Here are some frequently asked questions to further clarify Budweiser’s absence and its relationship with the Super Bowl:

1. Has Budweiser completely stopped advertising during the Super Bowl?

No, not entirely. While there won’t be a national Budweiser commercial, AB InBev, the parent company, will still be advertising during the game, showcasing other brands in its portfolio. Also, keep an eye out for regional Budweiser spots or activations within the stadium.

2. What brands will AB InBev be advertising during Super Bowl LVIII?

Specific details on AB InBev’s Super Bowl LVIII advertising lineup haven’t been released yet. In 2023, Michelob Ultra was a focal point. Expect to see commercials for Michelob Ultra, Bud Light (which had its own spot in 2023), and potentially Bud Zero.

3. Will the Budweiser Clydesdales still be involved in the Super Bowl in any way?

It’s possible, but not guaranteed. The Clydesdales are iconic, and AB InBev understands their appeal. They may appear in some capacity, perhaps through social media content or a limited-edition product release.

4. When was the first Budweiser Super Bowl commercial?

Budweiser’s Super Bowl history stretches back decades. Their first Super Bowl commercial aired in 1975. Since then, they’ve been a consistent presence, crafting some of the most memorable ads in Super Bowl history.

5. What are some of the most iconic Budweiser Super Bowl commercials?

Budweiser has created a treasure trove of memorable Super Bowl commercials. Some standouts include:

“Frogs” (1995): A simple yet brilliant ad featuring three frogs croaking “Bud,” “Weis,” and “Er.”
“Respect” (2002): A powerful tribute to the heroes of 9/11, featuring the Clydesdales bowing in New York City.
“Brotherhood” (2013): A heartwarming story about the bond between a Clydesdale and its trainer.
“Lost Dog” (2015): Another emotional tale about a puppy who gets lost and is eventually reunited with the Clydesdales.

6. Why are Super Bowl commercials so expensive?

The Super Bowl is the most-watched television event in the United States. Millions of viewers tune in, making it a prime opportunity for brands to reach a massive audience. The high demand drives up the cost of advertising time.

7. How much does a 30-second Super Bowl commercial cost?

The price of a 30-second Super Bowl commercial varies year to year, but it’s consistently one of the most expensive advertising slots in the world. In 2023, a 30-second spot cost around $7 million.

8. What makes a successful Super Bowl commercial?

A successful Super Bowl commercial is memorable, engaging, and relevant to the target audience. It often tells a compelling story, features humor, or evokes strong emotions. It also needs to align with the brand’s overall marketing strategy.

9. How do companies measure the success of their Super Bowl commercials?

Companies use various metrics to measure the success of their Super Bowl commercials, including:

Brand awareness: Tracking how many people saw and remembered the ad.
Website traffic: Monitoring visits to the brand’s website during and after the game.
Social media engagement: Analyzing mentions, shares, and comments related to the ad.
Sales lift: Measuring the increase in sales following the commercial.
Brand sentiment: Gauging public opinion about the brand after the ad airs.

10. What other factors influence a brand’s decision to advertise during the Super Bowl?

Besides cost, several other factors influence a brand’s decision to advertise during the Super Bowl:

Target audience: Does the Super Bowl audience align with the brand’s target demographic?
Marketing goals: What does the brand hope to achieve by advertising during the Super Bowl?
Competitive landscape: Are competitors also advertising during the game?
Available budget: Can the brand afford the high cost of advertising during the Super Bowl?
Creative concept: Does the brand have a compelling and effective commercial idea?

11. How has Super Bowl advertising changed over the years?

Super Bowl advertising has evolved significantly over the years. Early commercials were often simple and straightforward. Today, Super Bowl commercials are highly produced, cinematic spectacles. There’s also been a shift towards incorporating social media and digital marketing into the Super Bowl advertising strategy.

12. What does the future hold for Budweiser and the Super Bowl?

While Budweiser’s absence from the national Super Bowl stage is notable, it’s unlikely to be permanent. AB InBev may return with a Budweiser-branded commercial in future years, especially if they develop a compelling creative concept or want to re-emphasize the core brand. The company continuously evaluates its marketing strategy and will adapt to changing consumer trends. Don’t count the King of Beers out just yet! It’s entirely possible we’ll see the Clydesdales trotting across our screens during a future Super Bowl. For now, we’ll have to enjoy AB InBev’s other offerings and hope for a Budweiser comeback down the road.