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Pepsi, Coca-Cola will not run ads during Super Bowl

By Celine Castronuovo - 01/15/21 03:51 PM EST

Pepsi and Coca-Cola have decided to break tradition and not run TV ads during the Super Bowl next month amid the economic downturn spurred by the coronavirus pandemic.
Variety first reported Pepsi’s decision last week, with Coca-Cola following on Friday with an announcement that it would not air ads in CBS’s broadcast of Super Bowl LV.
In a statement shared with The Hill, Coca-Cola said it made the “difficult choice” to “ensure we are investing in the right resources during these unprecedented times.”
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“We’ll be toasting to our fellow brands with an ice-cold Coke from the sidelines,” the company said. ....

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Digital ad revenue in China grew in 2020 – despite coronavirus spending cuts

Short video outperformed e-commerce in digital advertising revenue in 2020 by 39%
Digital ad revenue in China grew 23% in 2020 as marketers invested in short video, e-commerce and social media.
The growth is remarkable given that the Covid-19 pandemic saw average media spend drop 15% between the first and third quarters of 2020.
The expansion was revealed in R3’s latest China Media Inflation Trends report, which also found Chinese digital giants Baidu, Alibaba and Tencent increased their collective dominance of the market from 65% to 69% in 2020.
“Digital has dominated all marketers’ media mix and will continue to do so in the new year.“ The most robust platform in each digital category will be able to outgrow their competitors by uplift in rates or loading fees when advertisers buy into selective traffic,” said Greg Paull, the co-founder and principal at independent marketing consultancy R3. ....

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