As Elon Musk wraps up a bumpy first 100 days at Twitter, his platform is making itself a key player in Super Bowl advertising, focusing on big companies and new ad products.
PepsiCo and Anheuser-Busch InBev — previously two major Super Bowl sponsors — have reportedly struck advertising deals with Twitter for the Big Game, which is historically the social media platform’s highest-grossing advertising event of the year.
- PepsiCo has committed to spending more than $3 million on Twitter takeover ads on Feb. 12, the day of the Super Bowl, according to The Information.
- Anheuser-Busch InBev has reportedly committed to spending $2.4 million on takeover ads, including at least four in the weeks before the Super Bowl.
Both companies have extra money to allocate.
PepsiCo will not be the Super Bowl halftime show’s title sponsor for the first time since it struck a deal in 2012, reportedly worth more than $2 billion. Its spot was filled by Apple.
Anheuser-Busch InBev will not be the exclusive alcohol advertiser for the game for the first time since 1989.
The deals come after mass layoffs and fleeing advertisers following Musk’s arrival.
Companies may be heavily investing in the Super Bowl, but so are fans.
As of Friday, the lowest price for a ticket on SI Tickets was $5,934, with the highest at $33,789. As of Wednesday, the average price was more than $10,900.