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While some marketers couldn’t wait to buy a Super Bowl ad, a growing fear factor is keeping others on the sidelines.
Among the most prominent on the bench for ABC’s Jan. 26 telecast are big guns that created some of the Super Bowl’s most memorable spots: McDonald’s, Nike and Coca-Cola. Once perennial in-game advertisers, they’re sitting out for at least a fifth year.
They often now run ads in cheaper pre- or post-game shows, but it’s about more than cost. The game’s price has always divided the haves and have-nots.