For the second year in a row, there will a decline in movie teasers during Super Bowl.
Over the past few years, Hollywood studios are migrating to the pregame and postgame shows, where an ad can cost half as much as it would playing during the telecast of the game. This year, a 30-second spot airing during Super Bowl LIV will cost $5.6 million, up from $5.2 million last year.
While the NFL championship remains the most-watched live television event of the year in the U.S., spending that much money for a trailer spot has become less attractive for Hollywood Studios as studios executives feel they can achieve just as much exposure on social media.
Universal and Disney were the only major studios suiting up in 2019 for the actual game, and it appears that those two studios will be the only ones with film ads during the game. After the San Francisco 49ers and the Kansas City Chiefs take to the field, Universal is expected to air spots for its summer tentpoles Fast & Furious 9 (May 22) and Illumination’s Minions: The Rise of Gru (July 3).
The batch of Disney releases that could make an appearance sometime Sunday include the live-action Mulan (March 27) and Marvel’s Black Widow (May 1) and two Pixar titles, Onward (March 6) and Soul (June 19).
Paramount will air spots during the pregame for A Quiet Place II (March 20), Sonic the Hedgehog (Feb. 14) and The SpongeBob Movie: Sponge on the Run (May 22).
