Super Bowl Commercials Are Going to Be Different This Year Because of ‘the Bud Light Situation’: Marketers

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Last year, over 115 million people watched Super Bowl LVII. This year, according to Fast Company, the television audience could be even bigger.

That’s a lot of eyes on every commercial — which helps why a 30-second ad spot will put companies back to the tune of $7 million. (Note to fans of “The After Party”: That’s about 700,000 Hams.)

It’s also a lot of risk. Spending that kind of money to tank your company’s market share with a poorly chosen advertisement would be a double whammy.

That’s not exactly what Bud Light did last year — its boycott-instigating marketing campaign was related to the NCAA’s March Madness, not the NFL — but that disaster, which caused Bud Light to lose its place as the top-selling beer in the U.S. after 20 years, is still fresh on the minds of national marketing executives.

That’s why, according to The Wall Street Journal, viewers of the big game can expect commercials of a kinder, gentle nature, with little to offend.

Spots like this one, from BMW:

In the wake of the Bud Light debacle, which led to the departure of the brand’s chief marketer, companies are looking to be as inoffensive as possible, the Journal reported.

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