Over the past 20 years (1990-2009), the Super Bowl has generated $2.17 billion of network sales from a total of 210 different advertisers and more than 1,400 commercial messages, according to TNS Media Intelligence.
The top 5 Super Bowl advertisers spent $783 million on game ads during the period, accounting for 36% of total advertising revenue: Anheuser-Busch ($311.8 million) and PepsiCo ($254.2 million) led the pack, appearing in every game during the 20 years, followed by General Motors ($80.5 million), Walt Disney ($71.6 million), and Time Warner ($64.8 million).
Price of Ads Climb
The cost of a 30-second ad during the Super Bowl more than quadrupled over the past 20 years, from $700,000 in 1990 to $3 million in 2009. The recessionary environment is expected to yield lower pricing for the 2010 game, with CBS reportedly selling 30-second units for $2.5-2.8 million.
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