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Super Bowl ads: Travel brands are no-shows, but Priceline shows up for the pre-game

Dennis Schaal

Photo Credit: Priceline is advertising during the Super Bowl pre-game show.  YouTube / Priceline

Skift Take

A few travel companies can afford a Super Bowl ad at $3.8 million for 30 seconds, but is it really worth it? Perhaps, as they can be part of integrated, digital marketing campaigns, but no travel companies bit on that premise this year.

Barring last-minute changes, like last year, there will be no travel ads during Sunday's Super Bowl XLVII. Vacation-rental site HomeAway ran Super Bowl ads in 2011 and 2010, and has opted to go silent during this year's football game. For ad prices ranging between $3.7 to $3.8 million for a 30-second spot, can you blame public-company HomeAway for sitting on the sidelines this year? The Walt Disney Co.

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