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According to the news release, Budweiser plans to donate some of its advertising airtime throughout 2021 to the Ad Council and COVID Collaborative, a coalition of experts in health, education and the economy. Clarissa Dickinson, a spokesperson for Budweiser, said she was unable to provide an exact financial value of the donated time but called it "a multi-million dollar commitment.
CBS, which owns the television rights for Super Bowl 55, has sought $5.5 million for a 30-second spot during this year's broadcast, according to multiple reports.
Though Budweiser is skipping this year's television broadcast, it will still run a 90-second ad titled "Bigger Picture" on digital platforms before and during the Super Bowl. The commercial is narrated by actress Rashida Jones.
Bud Light, another Anheuser-Busch brand, is still expected to air an ad during the game.
The absence of Budweiser — and fellow Super Bowl regulars Coke, Hyundai and Pepsi — will leave this year's broadcast without several of the perennial contenders in USA TODAY's Ad Meter, which ranks Super Bowl commercials by consumer rating. Budweiser has a record eight Ad Meter titles since 1989, while the other three companies have combined for six wins during that span.