Making The Super Bowl Investment

Super Bowl commercials are among the most costly investments advertising firms make throughout the year. According to a report from Nielsen, the lofty price point of ads can be a worthwhile expense for the return in visibility.

The Nielsen report says brand awareness for ads aired during last year’s Super Bowl XLVI were 275% higher than awareness for the same products during regular programming.

In a report from sales data firm Kantar Media, over the past 10 years, the Super Bowl has generated network advertising sales of $1.7 billion from more than 125 marketers, and Super Bowl XLVI on Feb. 5 is expected to increase costs to record-breaking highs, upwards of $3.5 million for slots.

The top Super Bowl advertisers for 2002-2011 include Anheuser-Busch with $239.1 million spent, trailed by PepsiCo Inc. with $174 million, GM at $82.8 million and Walt Disney and Coca-Cola at $73.9 and $66.8 million, respectively.

Advertising from nine different automotive brands boosted the sector nearly double from the 2011 Super Bowl compared to 2010, and nearly four times over 2009. The change was apparently well-received, with an four auto spots making Nielsen’s annual 2011 Most-Liked list.

From 2008-2011, at least one of the top five highest grossing motion pictures had an ad slot in the Super Bowl line up, and Tortilla Chips have emerged as a popular spending category. Last year, three fan-made Doritos ads made Nielsen’s Most Liked and Most Remembered list.

Super Bowl XLVI is sponsored by Chevy, telecast on NBC, NBC.com and to select Verizon Wireless mobile devices. Music will feature prominently as well, with high-profile entertainment spots featuring Kelly Clarkson singing the National Anthem, Blake Shelton and Miranda Lambert performing “America The Beautiful” and Madonna headlining the the halftime show.

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About the Author

Eric T. Parker oversees operations and contributes editorial for MusicRow's print magazine, MusicRow.com, the RowFax tip sheet and the MusicRow CountryBreakout chart. He also facilitates annual events for the enterprise, including MusicRow Awards, CountryBreakout Awards and the Rising Women on the Row. [email protected] | @EricTParker

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