The Super Bowl is arguably the most popular sporting event in the United States. Millions of Americans tune in each year to root for their favorite teams, enjoy some tasty snacks, and, of course, check out all of the commercials. This year will look a little different, though. One of the most iconic advertisers, Budweiser, has chosen not to run a commercial. On January 25, 2021, the company stated in a video posted to their Twitter account, “For the first time in 37 years, Budweiser will not air a Super Bowl ad … Instead, we are redirecting our advertising dollars to raise awareness of the COVID-19 vaccines.”
https://twitter.com/budweiserusa/status/1353674829283655680?s=20
Twitter dominated the online conversation surrounding Budweiser’s announcement, with 9,187 posts created on the same day Budweiser made the announcement (January 25). The conversation also peaked this day, with only 3,425 posts the next day. Though not a particularly long-lasting conversation, it still involved a lot of users.
Responses under the initial post (and across social media) were generally positive, with users expressing admiration of the brand’s decision. Analysis conducted on Social Studio revealed that 85.2% of posts were positive, and only 14.8% were negative. A large portion of the conversation comprised users praising Budweiser for their decision and expressing loyalty to the brand. Negative sentiment surrounded a few themes, including users’ overall opinion of Budweiser’s products and the irony of the company creating an ad to announce that they weren’t making an ad.
To be 100% honest, I am not a beer drinker. More of a wine person. That said I do love your commercials each year. I am so impressed with this move I am going to research every recipe that uses beer and go buy a case of Budweiser. Thank you for supporting Covid education.
— Kimberly Brozak (@brozak_3) January 25, 2021
https://twitter.com/stirling79/status/1353735913436807177
Interestingly, three of the most popular keywords in this discussion (“Pepsi”, “Coke,” and “Coca-Cola”) reference other drink brands. These brands, among others, are also opting out of running commercials during the Super Bowl this year.
Top influencers in the conversation were primarily news outlets (e.g., The New York Times, ABC News, The Wall Street Journal) rather than individuals. This tweet from @ABC was one of the top overall posts:
For the first time since 1983, the beer giant isn't advertising its iconic Budweiser brand during the Super Bowl.
Instead, it’s donating the money it would have spent on the ad to coronavirus vaccination awareness efforts. https://t.co/EIkXuP07KU
— ABC News (@ABC) January 25, 2021
With a reduced number of fans in attendance, top advertisements missing, and gathering restrictions for tailgating and parties, Super Bowl LV is shaping up to be a much different experience than in years past. Only time will tell if this year’s Super Bowl is setting a new standard for the future.
Full Analysis:
Purpose:
Examine the conversation surrounding Budweiser opting out of running a Super Bowl LV commercial.
Analysis Time Frame:
January 25-31, 2021
Sentiment:
85.2% positive
14.8% negative
Keyword Groups:
“Budweiser” and “commercial“
“Budweiser” and “Coronavirus“
“Budweiser” and “Super Bowl“
“Budweiser” and “ad“
“Budweiser” and “vaccines“
“Budweiser” and “advertisement“
“Budweiser” and “COVID“
“Budweiser” and “COVID-19“
Popular Words:
“Pepsi“
“Coke“
“Coca-Cola“
“Awareness“
Top Influencers:
ABC News (@ABC)
Breaking News (@BreakingNews)
CGTN (@CGTNOfficial)
Market Watch (@MarketWatch)
The New York Times (@nytimes)
The Wall Street Journal (@WSJ)
Twitter Moments (@TwitterMoments)
CBS News (@CBSNews)
The Hill (@thehill)
Food & Wine (@foodandwine)
