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Contact details:
Bill Daddi
Daddi Brand Communications Inc,
Phone: 646-370-1341
917-620-3717
Email: Bill@DaddiBrand.com
New York, NY, January 18, 2011 – Among sports fans, the escalating interest surrounding Super Bowl
XLV is focused on which team will earn the championship trophy for its performance on the field. But
within the advertising industry, the swelling noise comes from discussion about the TV commercials that
will appear during the game and the eternal debate of whether the Super Bowl is an astute marketing
investment or fool’s gold.
Kantar Media has mined its extensive database to report on the past 10 years of Super Bowl advertising.
From 2001 through 2010, the Super Bowl game has accounted for 425 minutes – over seven full hours –
of commercial time representing more than 850 announcements and $1.62 billion of network
advertising sales.
The amount paid by individual marketers will vary depending on where the ad runs in the game, how
much commercial time is purchased and whether the advertiser opts for a larger package that includes
spots in the pre-game and/or post-game coverage.
2006 44:15 92
2007 43:05 92
2008 45:10 84
2009 45:10 84
2010 47:50 104
Source: Kantar Media
Some of the first-time advertisers in last year’s game were Electronic Arts, HomeAway, Monsanto and
Skechers USA. For the 2011 contest, the rookie lineup is expected to include Best Buy and Pizza Hut.
First-Timers (#) 8 7 6 7 7
First-Timers (%) 25% 23% 18% 23% 18%
Source: Kantar Media
2006 6 19%
2007 5 17%
2008 4 12%
2009 7 23%
2010 13 33%
Source: Kantar Media
Heading last year’s roster of these highly leveraged sponsors was Focus On The Family, an evangelical
non-profit organization. Its estimated 2010 total ad spending was $4.71 million and the Super Bowl
accounted for $2.97 million (63 percent) of the amount. HomeAway (52 percent) and Diamond Foods (42
percent) rounded out the top three companies in this ranking.
Actually, the leader by dollar value is promotional advertising from the network itself. In a typical
Super Bowl, 15-20 percent of all commercial time is a plug by the network for its own programming. In
2010, the value of this air time exceeded $49 million.
Network Self-Promotion
In The Super Bowl
Over the past decade, the Super Bowl has attracted a bevy of different movie studio, automotive and
dot-com companies, making these the most populous and competitive ad categories.
Number of Super Bowl Advertisers By Category
Dot-com 4 6 5 9 5
Motion Pictures 4 3 6 4 3
Auto Manufacturers 4 3 4 3 4
Source: Kantar Media
Competitive message clutter within the motion picture sector is more severe than the table implies
because studios habitually use their inventory to promote multiple films. Last year, there were ads for six
different films and in 2009 there were spots for nine different releases.
Statistics from the past ten Super Bowls show that auto advertising reached a crescendo in 2010 with
nearly $30 million spent on 5 ½ minutes of air time in support of six different brands.
With so many competing messages, it will be that much harder for any individual brand to stand out from
the pack.
How Large Is The Super Bowl Versus Other Sport Franchises?
The Major League Baseball’s World Series and the NCAA Men’s Basketball Championship are two other
high profile sporting events that attract significant interest from TV advertisers. But how do these
compare to the Super Bowl in terms of ad spend?
The World Series is four to seven games. March Madness peaks with the semi-finals and championship
on its final weekend, a total of three games. The Super Bowl, of course, is a single telecast. In recent
years, it has been pulling away from March Madness and exceeds the World Series in years when the
Fall Classic last five games or fewer.