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Press Information

Contact details:
Bill Daddi
Daddi Brand Communications Inc,
Phone: 646-370-1341
917-620-3717
Email: Bill@DaddiBrand.com

KANTAR MEDIA REPORTS SUPER BOWL SPENDING REACHED


$1.62 BILLION OVER THE PAST 10 YEARS

Historical Advertising Data Showcases Super Bowl’s Biggest Spenders,


Rising Ad Rates and More Cluttered Air Time

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.

Top Five Super Bowl Advertisers


The top five Super Bowl advertisers of the past 10 years have spent $592 million on advertising
during the game, accounting for 36 percent of total advertising revenue. Anheuser-Busch InBev and
Pepsico lead the pack, followed by Walt Disney, General Motors and Coca-Cola.

Top 5 Super Bowl Advertisers


2001-2010
# of Years
With Ads Ad Spend
Rank Advertiser In Game ($ millions)
1 Anheuser-Busch InBev 10 $235.0
2 Pepsico Inc 10 $170.8
3 Walt Disney Co 9 $70.8
4 General Motors Corp 7 $61.1
5 Coca-Cola Co 4 $54.4

Top 5 Total $592.1


Source: Kantar Media
Anheuser-Busch InBev will again have the largest ad buy in the 2011 game. General Motors will be
returning to the Super Bowl stage after a two-year absence.

The Price of Advertising


The average cost of a 30-second advertisement slipped a bit in 2010 amidst a recessionary environment.
Stronger demand is expected to result in higher pricing for the 2011 game with Fox reportedly selling
30-second units for around $3 million, a level that would translate to more than $200 million in total ad
revenue.

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.

Super Bowl Ad Rates and Spending

Average Cost Total Ad Spend


Year :30 ($000) ($ Million)
2001 2,200 136.4
2002 2,200 134.2
2003 2,150 130.1
2004 2,302 149.6
2005 2,400 158.4

2006 2,500 162.5


2007 2,385 151.5
2008 2,700 186.3
2009 3,000 213.0
2010 2,974 205.2
Source: Kantar Media

More Advertising, More Clutter


Over the past ten years, the volume of commercial time in the game has been edging upwards even as
the price of advertising has become more expensive. The CBS telecast of the 2010 Super Bowl
contained a record 47 minutes, 50 seconds of network ads. This included paying sponsors,
commercial messages from the NFL, plus “house ads” aired by CBS to promote its own shows. A total of
104 individual messages were aired, making it the first Super Bowl telecast to exceed the century
threshold.
Network TV Commercials
In The Super Bowl
Ad Time # of Ad
Year (mm:ss) Messages
2001 40:15 82
2002 36:45 74
2003 40:35 83
2004 41:55 88
2005 40:15 76

2006 44:15 92
2007 43:05 92
2008 45:10 84
2009 45:10 84
2010 47:50 104
Source: Kantar Media

First Time Advertisers


In recent years, the Super Bowl ad lineup has featured between 30 and 40 different companies annually.
First-time advertisers are accounting for 20-25 percent of the ad roster, providing a steady influx of
new faces eager for the recognition and brand-building opportunity of the Super Bowl spotlight.

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.

Number Of Super Bowl Advertisers By Year

2006 2007 2008 2009 2010


All Advertisers 32 30 33 30 39

First-Timers (#) 8 7 6 7 7
First-Timers (%) 25% 23% 18% 23% 18%
Source: Kantar Media

Small Players on a Big Stage


The flow of first-time advertisers has produced a parallel trend: an expanding parade of small marketers
who invest a hefty chunk of their annual budget in the Super Bowl. In 2010, a record one-third of the
Super Bowl advertisers put more than 10 percent of their full-year media budgets into the game.
Advertisers Investing More Than
10% Of Their Annual Media Budget
In The Super Bowl
% Of All
Super Bowl
Year Total # Advertisers
1996 1 3%
2001 2 3%

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.

Top Super Bowl Advertising Categories


What kinds of products are most frequently advertised on the Super Bowl? The popular perception is that
beer, autos and soft drinks are the prime ad categories, given their regular presence in the game.

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

Time % of All Value


Year (mm:ss) Ad Time (Million)
2006 7:20 16.6% $36.7
2007 9:35 22.2% $45.7
2008 8:35 19.0% $46.4
2009 7:10 15.9% $43.0
2010 8:15 17.2% $49.1
Source: Kantar Media

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

Category 2006 2007 2008 2009 2010


Total # of Advertisers 32 30 33 30 39

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.

An Impending Auto Traffic Jam


The 2011 Super Bowl will be notable for a record number of auto manufacturers running commercials,
a reflection of the bullish surge in category advertising over the past year. Based on corporate
announcements, as many as nine different auto brands from six different parent companies (BMW;
Chrysler Group; Daimler; General Motors; Hyundai; and Volkswagen) will go head-to-head.

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.

Auto Manufacturer Advertising in The Super Bowl

Total Ad Total Ad # Unique


Spend Time Parent # Unique
Year (Million) (mm:ss) Companies Brands
2001 $8.8 2:00 1 1
2002 $8.8 2:00 2 2
2003 $12.9 3:00 2 3
2004 $20.7 4:30 4 5
2005 $26.4 5:30 4 5

2006 $20.0 4:00 4 5


2007 $21.5 3:50 3 4
2008 $21.6 4:00 4 4
2009 $18.0 3:00 3 3
2010 $29.7 5:30 4 6
Source: Kantar Media

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.

Major Sporting Championships Network TV Ad Revenue


(In Millions)
NCAA Men’s
Basketball
Super Bowl World Series Final Four
Year Game (# games) (# games)
2006 $162.5 $160.8 (5) $154.7 (3)
2007 $151.5 $156.6 (4) $168.4 (3)
2008 $186.3 $176.2 (5) $177.9 (3)
2009 $213.0 $223.6 (6) $163.2 (3)
2010 $205.2 $191.2 (5) $177.2 (3)
Source: Kantar Media

About Kantar Media


Established in more than 50 countries, Kantar Media helps clients master the world’s multimedia
momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and
outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement
services through its global business sectors – Intelligence, Audiences, TGI and Custom. Kantar
Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest
expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to
more than 22,000 customers worldwide. www.KantarMediaNA.com