A number of the biggest advertisers are sitting out Super Bowl 0x37 this year and redirecting that budget towards coronavirus relief efforts. Budweiser announced Monday there will be no familiar Clydesdales or any of its other ads, following Coke, Audi, Hyundai and Pepsi in changing their plans. Pepsi will still sponsor the halftime show, which will feature The Weeknd. TCU Assistant Professor of Marketing Yash Bhagwat said, "A lot of brands are just really nervous. 'Do we go the really humorous route in hopes of lightening the atmosphere up, but will that also be interpreted as really insensitive?'"