Bud Light refreshes Super Bowl strategy

Who’s on Top? – January 16-22, 2017

From January 16-22 advertisers spent $146 million on new creatives airing on national television. Football’s share of these expenditures (35%) continues to increase as we move further into the post-season. At $52 million, football received more spending then the next four largest program types combined.

Creative Spotlight

As one of the consistently highest spending advertisers during the Super Bowl, and the exclusive beer category ad rights holder for the 2017 Fox broadcast, it’s no surprise that Anheuser-Busch InBev would be spending big on new commercials this week.

With $8.3 million of expenditures on new national TV creatives during the measured period, the brewer launched a new campaign debuting a fresh tagline for Bud Light, “Famous among friends.” The campaign was first aired on January 22, with the tagline set to launch on a larger scale at Super Bowl LI. The ad features two lifelong friends that have been through thick and thin together, with Bud Light shown as their drink of choice throughout the years.

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Unlike Bud Light’s 2016 campaign which featured celebrities like Amy Schumer and Seth Rogen, the 2017 ads will focus more on moments among friends. However, keeping with Super Bowl tradition, there will of course be an appearance by the Clydesdales – who have become celebrities for Budweiser in their own right.

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