While brands have been increasingly flirted with political and social issues in their advertising campaigns in recent years, they’re taking a step back — at least for Super Bowl Sunday.

“While I’m all for standing for what you believe in, brands also run the risk of alienating a large percentage of their target audience,” The Tangent Agency’s CEO Marc Becker told Business Insider. “Even if they have research showing a portion of their target consumer agrees with their political views, not everyone wants to flaunt their politics.”

Plus, at $5 million for a 30-second ad, big game spots are expensive and should typically be used to kick off longer-term campaigns for brands, he said. Taking the risk with a one-time political statement may not be worth it.

Read the full article: Big brands such as Budweiser and Gillette are getting increasingly political with their advertising. Just not at the Super Bowl. (Business Insider)