. And in November, the company managedeven though that horror franchise has in the past been sparing about its use of product placement.
In Pepsi’s view, the company isn’t getting all the value it could out of its halftime show. The soda giant took over sponsorship of the event in 2012 from tire maker Bridgestone, and brought a roster of musicians to the showcase like Jennifer Lopez and Lady Gaga who appealed to younger consumers. Citing data, Kaplan says the spectacle often generates some of the most-watched moments in the Super Bowl broadcast and drives Pepsi’s share of voice on social media.
All the advertisers in the Super Bowl “are talking and fighting for 30 seconds” of attention, says Kaplan, while the halftime event commands far more attention. “We want to focus our efforts on making that a critical moment for the brand.” Mountain Dew is still expected to run a Super Bowl ad. Another PepsiCo division that usually buys ads in the game, Frito-Lay, has yet to unveil its plans. PepsiCo spent $31 million on three minutes’ worth of advertising in Fox’s broadcast of Super Bowl LIV in 2020, according to data from Kantar, a tracker of ad spending., Pepsi will instead try to whip up fan interest in the halftime concert. The company is launching a digital portal for fans, PepsiHalftime.
Pepsi believes Super Bowl viewers will appreciate the concert more than they might in less frenetic times, says Kaplan, given the fact that the coronavirus has scuttled live musical performances across the nation. “There is a desire for a bit of escapism and surface-level entertainment, not being constantly reminded” of the effects of the coronavirus pandemic, he says. “We think that’s the role that sports and music play for us, providing that sense of normalcy.
unless the packers are at the superbowl HarderThanHardPass
United States Latest News, United States Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.