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This story was first published by Digiday sibling Modern Retail

Target’s response, or the lack thereof, to the growing presence of U.S. Immigration and Customs Enforcement in Minneapolis has become yet another PR crisis for the retailer.

Groups like the ICE Out of MN Coalition and Unidos MN have staged protests and other actions in Minnesota following Jan. 8, when federal agents tackled and detained two Target employees outside of a Target store in Richfield, Minnesota. But over the past few days, more groups and activists outside of Minnesota have also been calling out Target’s relative silence on ICE activity in its home state. The American Federation of Teachers this weekend called for Target to publicly denounce ICE. Additionally, other organizations have staged protests at Target stores in Chicago, Philadelphia, Seattle and other cities far from Minneapolis.

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The Super Bowl — arguably the industry’s most coveted ad opportunity — is back this Sunday. Already, advertisers have shelled out up to $8 million for a 30-second spot.

Notably this year, marketers are also grappling with plans to spend around the Winter Olympics and World Cup. Ad prices continue to climb, with brands like Instacart, Kellogg’s Raisin Bran and Hellmann’s expected to broadcast spots in the Big Game. For others, like HexClad and Avocados From Mexico, those Super Bowl-related dollars are being spent off the broadcast.

With the broadcast appearing on NBC, Peacock, Hulu, YouTube TV, DirecTV, and NFL+, and other major cultural moments waiting in the wings, some may question whether an $8 million opportunity to get in front of 127 million viewers simultaneously is worth it.

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