Pepsi Co has announced that after 23 years in the game they are no longer advertising during the Super Bowl. The company announced yesterday that they have decided to abandon the broadcast juggernaut in order to focus on online marketing efforts.
The Super Bowl has long been the big-ticket commercial time on network television with a 30 second ad on NBC in 2009 going for around $3 million. Pepsi is second to Anheuser-Busch in amount of money spent on Super Bowl ads over the past decade.
“This is a gradual shift away from television as a primary medium. The big buzzwords today are interactivity, engagement and accountability,” said Joseph Turow, Ph.D., The Robert Lewis Shayon Professor of Communication, Annenberg School for Communication, University of Pennsylvania in regards to the move by the soft drink giant.
