Coca-Cola is pulling back from the 2019 Super Bowl after a long, regular presence of 11 years.
The company will run a commercial just before kickoff of the CBS broadcast of the game on February 3, but not in the event itself.
CBS is seeking between $5.1 million and $5.3 million for commercial packages that air in the game itself. Ads that run pre-game can cost anywhere from hundreds of thousands of dollars to a few million, depending on their proximity to the start of the annual pigskin contest.
Coca-Cola intends to run a 60-second commercial just before kickoff that burnishes themes of diversity and inclusion, says Stuart Kronauge, senior vice president of marketing for Coca-Cola North America and president of its sparking beverages business unit. “We have a long history of using the country’s biggest advertising stage to share a message of unity and positivity, especially at times when our nation feels divided,” he said in a statement. “This year, we decided to place our ad just before the national anthem as Americans come together in their living rooms to remind everyone that ‘together is beautiful.”
