As the Super Bowl approaches, alcohol marketers are largely opting out of high-cost ad spots, with AB InBev maintaining its dominance in the category. Healthcare brands, meanwhile, are increasing their presence this year. Toyota, Pepsi, Hims, and Novartis are among those airing full commercials during the game.
The Super Bowl remains a prime advertising platform, but trends in the alcohol sector show a shift. AB InBev continues to lead with its beer brands, yet most other beer, wine, and spirits companies are redirecting budgets elsewhere rather than buying into the game's expensive slots.
This pullback contrasts with growing participation from healthcare advertisers. Brands like Hims and Novartis are set to feature prominent spots, highlighting a broader trend where healthcare emerges as a key player in this year's lineup, while alcohol fades from the spotlight.
Automotive giant Toyota is also confirmed for an in-game advertisement, joining Pepsi in delivering full commercials. Apparel brand Levi’s has outlined its promotional strategies tied to the event, though specifics remain focused on non-advertising activations.
These developments reflect strategic choices amid rising ad costs, with marketers weighing visibility against alternative spending options. The emphasis on healthcare underscores evolving priorities in major event sponsorships.
