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For Super Bowl ads this year, booze reigns supreme and crypto disappears

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The hottest ticket in town for advertisers is officially sold out. Fox said on Monday that in-game ads for Super Bowl LVII have all been sold.

The big game between Kansas City and the Philadelphia Eagles takes place on Sunday.

The Super Bowl is advertising’s biggest stage, with companies jockeying to get their products in front of the more than 100 million people that watch each year.

Mark Evans, executive vice-president of ad sales for Fox Sports, said a few ads went for more than $7 million US for a 30-second spot. Most sold between $6 million and $7 million.

Companies spend millions more to create the ads themselves and book celebrity sponsors.

 
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A bevy of booze brands will be in the Super Bowl ad lineup this year.

Anheuser-Busch remains the biggest advertiser with three minutes of national airtime. The beverage giant, parent of the Bud, Ultra and Busch beer brands, said in June it would end the exclusivity deal it first struck in 1989.

So in addition to celebrities hawking Budweiser and Michelob Ultra, viewers will see some famous folks touting the qualities of Heineken and Coors, and even suggesting they drink Rémy Martin cognac or Diageo whisky — responsibly, of course.

WATCH | Serena Williams, Brian Cox tee off in Michelob Ultra commercial: 
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Aside from alcohol, big brands — including Pepsi Zero Sugar, Doritos, M&M’s, Google, Downy and Kia — will all be advertising during Super Bowl LVII, which airs Sunday on Fox, and on Canadian networks TSN and CTV.

Viewers in Canada will be unable to see most of the ads — whether they’re watching the game on TSN, CTV or Fox — due to a Supreme Court of Canada decision in 2019. “Canadian ads will now be broadcast by Canadian channels and also shown on [the] Super Bowl American broadcaster,” the Canadian Radio-television and Telecommunications Commission says on its website, noting that most of the American ads can be viewed online.

“American ads might also be aired on Canadian channels that hold the broadcasting rights as U.S. companies can buy advertising time in Canada for this highly watched sporting event.”

‘Zero representation’ of crypto companies

Out this year: crypto companies.

Last year’s Super Bowl was dubbed the “Crypto Bowl” because four cryptocurrency companies — FTX, Coinbase, Crypto.com and eToro — ran splashy commercials. It was part of a larger effort by crypto companies to break into the mainstream with sports sponsorships. But in November, FTX filed for bankruptcy, and its founder was charged in an alleged scheme to defraud investors.

This year, two crypto advertisers had commercials “booked and done” and two others were “on the one-yard line,” Evans said. But once the FTX news broke, those deals weren’t completed.

Now, he said, “There’s zero representation in that category on the day at all.”

Evans said most Super Bowl ads sold much earlier than usual — with more than 90 per cent of its ad inventory gone by the end of the summer, as established advertisers jockeyed for prime positions.

WATCH | Budweiser’s 2023 Super Bowl ad: 
YouTube video

But the remaining spots sold slower, partly due to the implosion of the crypto space, as well as general advertiser concerns about the global economy, Evans said.

Last year, NBC sold out of its ad space briskly and said an undisclosed number of 30-second spots went for $7 million US, a jump from the $6.5 million that 2021’s ads were sold for.

WATCH | Jack Harlow plays the triangle in Doritos ad: 
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With files from CBC News

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Japan’s SoftBank returns to profit after gains at Vision Fund and other investments

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TOKYO (AP) — Japanese technology group SoftBank swung back to profitability in the July-September quarter, boosted by positive results in its Vision Fund investments.

Tokyo-based SoftBank Group Corp. reported Tuesday a fiscal second quarter profit of nearly 1.18 trillion yen ($7.7 billion), compared with a 931 billion yen loss in the year-earlier period.

Quarterly sales edged up about 6% to nearly 1.77 trillion yen ($11.5 billion).

SoftBank credited income from royalties and licensing related to its holdings in Arm, a computer chip-designing company, whose business spans smartphones, data centers, networking equipment, automotive, consumer electronic devices, and AI applications.

The results were also helped by the absence of losses related to SoftBank’s investment in office-space sharing venture WeWork, which hit the previous fiscal year.

WeWork, which filed for Chapter 11 bankruptcy protection in 2023, emerged from Chapter 11 in June.

SoftBank has benefitted in recent months from rising share prices in some investment, such as U.S.-based e-commerce company Coupang, Chinese mobility provider DiDi Global and Bytedance, the Chinese developer of TikTok.

SoftBank’s financial results tend to swing wildly, partly because of its sprawling investment portfolio that includes search engine Yahoo, Chinese retailer Alibaba, and artificial intelligence company Nvidia.

SoftBank makes investments in a variety of companies that it groups together in a series of Vision Funds.

The company’s founder, Masayoshi Son, is a pioneer in technology investment in Japan. SoftBank Group does not give earnings forecasts.

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Yuri Kageyama is on X:

The Canadian Press. All rights reserved.

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Trump campaign promises unlikely to harm entrepreneurship: Shopify CFO

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Shopify Inc. executives brushed off concerns that incoming U.S. President Donald Trump will be a major detriment to many of the company’s merchants.

“There’s nothing in what we’ve heard from Trump, nor would there have been anything from (Democratic candidate) Kamala (Harris), which we think impacts the overall state of new business formation and entrepreneurship,” Shopify’s chief financial officer Jeff Hoffmeister told analysts on a call Tuesday.

“We still feel really good about all the merchants out there, all the entrepreneurs that want to start new businesses and that’s obviously not going to change with the administration.”

Hoffmeister’s comments come a week after Trump, a Republican businessman, trounced Harris in an election that will soon return him to the Oval Office.

On the campaign trail, he threatened to impose tariffs of 60 per cent on imports from China and roughly 10 per cent to 20 per cent on goods from all other countries.

If the president-elect makes good on the promise, many worry the cost of operating will soar for companies, including customers of Shopify, which sells e-commerce software to small businesses but also brands as big as Kylie Cosmetics and Victoria’s Secret.

These merchants may feel they have no choice but to pass on the increases to customers, perhaps sparking more inflation.

If Trump’s tariffs do come to fruition, Shopify’s president Harley Finkelstein pointed out China is “not a huge area” for Shopify.

However, “we can’t anticipate what every presidential administration is going to do,” he cautioned.

He likened the uncertainty facing the business community to the COVID-19 pandemic where Shopify had to help companies migrate online.

“Our job is no matter what comes the way of our merchants, we provide them with tools and service and support for them to navigate it really well,” he said.

Finkelstein was questioned about the forthcoming U.S. leadership change on a call meant to delve into Shopify’s latest earnings, which sent shares soaring 27 per cent to $158.63 shortly after Tuesday’s market open.

The Ottawa-based company, which keeps its books in U.S. dollars, reported US$828 million in net income for its third quarter, up from US$718 million in the same quarter last year, as its revenue rose 26 per cent.

Revenue for the period ended Sept. 30 totalled US$2.16 billion, up from US$1.71 billion a year earlier.

Subscription solutions revenue reached US$610 million, up from US$486 million in the same quarter last year.

Merchant solutions revenue amounted to US$1.55 billion, up from US$1.23 billion.

Shopify’s net income excluding the impact of equity investments totalled US$344 million for the quarter, up from US$173 million in the same quarter last year.

Daniel Chan, a TD Cowen analyst, said the results show Shopify has a leadership position in the e-commerce world and “a continued ability to gain market share.”

In its outlook for its fourth quarter of 2024, the company said it expects revenue to grow at a mid-to-high-twenties percentage rate on a year-over-year basis.

“Q4 guidance suggests Shopify will finish the year strong, with better-than-expected revenue growth and operating margin,” Chan pointed out in a note to investors.

This report by The Canadian Press was first published Nov. 12, 2024.

Companies in this story: (TSX:SHOP)

The Canadian Press. All rights reserved.

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RioCan cuts nearly 10 per cent staff in efficiency push as condo market slows

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TORONTO – RioCan Real Estate Investment Trust says it has cut almost 10 per cent of its staff as it deals with a slowdown in the condo market and overall pushes for greater efficiency.

The company says the cuts, which amount to around 60 employees based on its last annual filing, will mean about $9 million in restructuring charges and should translate to about $8 million in annualized cash savings.

The job cuts come as RioCan and others scale back condo development plans as the market softens, but chief executive Jonathan Gitlin says the reductions were from a companywide efficiency effort.

RioCan says it doesn’t plan to start any new construction of mixed-use properties this year and well into 2025 as it adjusts to the shifting market demand.

The company reported a net income of $96.9 million in the third quarter, up from a loss of $73.5 million last year, as it saw a $159 million boost from a favourable change in the fair value of investment properties.

RioCan reported what it says is a record-breaking 97.8 per cent occupancy rate in the quarter including retail committed occupancy of 98.6 per cent.

This report by The Canadian Press was first published Nov. 12, 2024.

Companies in this story: (TSX:REI.UN)

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