Marketers are locking in their plans for Super Bowl LI, to be broadcast by Fox from NRG Stadium in Houston on Feb. 5. Kia is in again, but Toyota is out. Snickers will be there; Butterfinger is returning to the sidelines. And Frito-Lay's Doritos is not buying a big-game ad for the first time after a 10-year run for its "Crash the Super Bowl" contest.
So Ad Age's annual Super Bowl ad chart is back. You can sort it by marketer, category, agency or just its most recent additions. Watch this space for every marketer and agency in the big game as we confirm them. The roster is beginning to shape up, but check out last year's final chart to see the wealth of info that's on the way.
A word on the definition of a Super Bowl ad: Ad Age has long counted only the commercials that air on national TV between kickoff and the final whistle, but we're changing that standard a bit this year. Prompted by the popular success of Hyundai's "First Date," which aired in the ad break just before the kickoff of Super Bowl 50, we're now counting all national ads between the coin toss and the end of play.
Ad Age will be breaking news and locking down details right up until game day. Bookmark this page to keep up with every spot in the game as it's confirmed, complete with details on the agencies, creative, timing during the game and more. Sign up for our Super Bowl Updates email newsletter for new additions and headlines as they happen. And find all our Super Bowl advertising coverage in one place, our Super Bowl special report. And visit the new Super Bowl Ad Archive to research the trends, tactics and talent behind great big-game work.