Twitter is having trouble convincing advertisers to buy ads for the game.
“For Super Bowl, we’ll have no paid activity on Twitter,” said one creative advertising executive who is running the playbook for a marquee brand with a Super Bowl commercial. Typically, this brand would spend hundreds of thousands of dollars on Super Bowl with Twitter, but not this year, even as Twitter’s ad sales team dangles half-price ads.
Brands will still be on Twitter, but many of the strategists behind the campaigns said they are looking at other platforms too, including TikTok, Reddit, Snapchat and YouTube.
Some advertisers told Ad Age that they will post to Twitter during the game, looking for free reach to consumers, but they won’t buy ads. Brands would normally put money into Twitter ads, whether they have a Super Bowl commercial or not, to boost their visibility during the game. Brands with regional ads, or no TV commercials at all, use Twitter to grab a share of attention.