Musk’s Twitter Scores Super Bowl Deals, a Boon for Struggling Ad Business

After weeks of turmoil and layoffs, Twitter’s sales team in recent weeks has reorganized to focus more on big advertisers and launch new ad products, such as its recently released digital confetti. Now Twitter faces its biggest sales test since Elon Musk took over the company: Super Bowl Sunday, historically Twitter’s highest-grossing advertising day of the year.

With the Super Bowl less than two weeks away, two major advertisers, PepsiCo and Anheuser-Busch InBev, have pledged to making big outlays: PepsiCo has committed to spending more than $3 million on Twitter takeover ads—Twitter’s flagship ad product—on the day of the Super Bowl, according to a person with direct knowledge and an internal document viewed by The Information. And Anheuser-Busch InBev has committed to spending $2.4 million on takeover ads, including at least four in the weeks leading up to the big game, according to internal messages viewed by The Information.