Super Bowl LVIII viewers "will see only three" sports betting ads during CBS's broadcast, according to Wayne Parry of the AP. That includes ads from BetMGM and FanDuel, which have both purchased spots during the game. NFL Sports Betting GM David Highhill said that there “will be one sports betting ad right before kickoff and two others during the game.” NFL VP/Communications Alex Riethmiller indicated that league has “set limits on in-game sports betting advertising,” though "fewer than the maximum allowed” have been bought for the Super Bowl. Highhill: "We’ve put some policies in place to limit the amount of advertising for sports betting that happens in our live games. It’s roughly one ad per quarter. All told, less than 5% of all in-game ads are sports betting ads” (AP, 1/30).
LUCKY NO. 13: FORBES’s DJ Siddiqi reported Pro Football HOFer Dan Marino is partnering with M&M's for a Super Bowl LVIII commercial in which Marino and fellow HOFers Bruce Smith and Terrell Owens "poke fun at themselves for coming up short of a Super Bowl ring during their big game appearances." The ad will feature rings called "Almost Champions Rings of Comfort," which features 14-karat gold rings "made with real diamonds from real peanut butter M&M candies." The 30-second ad "will air during the first commercial break in the first quarter" (FORBES, 1/24). Meanwhile, Michelob Ultra’s Super Bowl commercial will feature Marino along with Lionel Messi and actor Jason Sudeikis. The 15-second teaser opens with Marino on his “aptly named boat, Dan Marina” (USA TODAY, 1/30).
HOW SWEET IT IS: AD AGE’s Erika Wheless noted Swiss chocolate maker Lindt is joining the Super Bowl ad lineup with a 30-second spot from Grey Toronto that "will air in the first quarter." Lindt joins “five other sweets brands that have confirmed they will also be in the game” -- Reese’s, Oreo, Drumstick, Nerds and M&M’s (AD AGE, 1/29).
STAR SIGHTINGS: David and Victoria Beckham will star in Uber Eats’ Super Bowl LVIII campaign (ADWEEK, 1/30)....Arnold Schwarzenegger will star in a State Farm ad (AD AGE, 1/29)....Actor Kate McKinnon will star in Hellmann’s mayonnaise Super Bowl commercial alongside Pete Davidson (NEWSDAY, 1/30).
