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# Super Bowl Ads: Are they Worth the Price Given the High Cost and Drop in Viewers?
- URL: https://capitolcommunicator.com/super-bowl-ads-are-they-worth-the-price-given-the-cost-and-a-drop-in-viewers/
- Published: 2021-02-03T20:53:22.000Z
- Updated: 2022-03-11T18:24:34.000Z
- Author: Capitol Communicator
- Tags: Advertising, Insights, #wp-top-center-sponsored, #Import 2026-10-08 18:51

**An annual question advertisers ask** is whether Super Bowl ads are worth the money. Obviously, the answer depends on the product and the ability of an ad to generate sales, both in the short or long run .

But, there are some interesting facts worth considering regarding the Super Bowl, specifically, as the [Stastati](https://www.statista.com/statistics/216526/super-bowl-us-tv-viewership/?ref=capitolcommunicator.com) chart above shows, viewership is dropping; plus, one report states that ViacomCBS is charging [$5.5 million](https://www.wsj.com/articles/viacomcbs-seeks-about-5-5-million-for-30-second-commercial-spots-in-2021-super-bowl-11597956492?ref=capitolcommunicator.com) for 30-second spots during Super Bowl 2021

Search Engine Journal has a report noting that a dozen brands are [skipping Super Bowl LV](https://adage.com/section/Super-Bowl-Commercial-Updates/792?ref=capitolcommunicator.com), according to Jeanine Poggi of Ad Age.

- **Audi**, which has aired 11 Super Bowl commercials, won’t be in the game this year.
- **Avocados From Mexico** is breaking its six-year streak.
- **Coke** is sitting out this year’s Super Bowl for the first time in 20 years.
- **Facebook** plans to focus its efforts on the Grammy Awards.
- **Hyundai** is also sitting out of the Super Bowl after running commercials in 12 of the last 13 games.
- **Kia**, another regular automotive Super Bowl advertiser, has not yet announced its Super Bowl plans.
- **Little Caesars** won’t return to the Big Game this year.
- **Olay** also won’t bring its female-focused messaging back to the Super Bowl, after airing commercials in the last two games.
- **Pepsi-Cola** will not run an in-game spot for its flagship cola brand this year, although Pepsi is still sponsoring the half-time show.
- **Pop-Tarts** also won’t be part of the Big Game, after showcasing its pretzel flavored product in 2020.
- **Reese’s Peanut Butter Cups** won’t be part of the Big Game.
- **Sabra Hummus** won’t return after making its debut last year.

Is there a fundamental shift underway in the way advertisers view the[ Super Bowl](https://tilt.goombastomp.com/tv/the-10-best-super-bowl-halftime-shows-in-history/?ref=capitolcommunicator.com), given diminishing viewership, the current economic environment, and a shift to more measurable social media options? We won’t know until we see a list of those advertising in or around the 2022 Super Bowl.