Who's Buying What in Super Bowl XLVI - 2012

With 30-second spots in the Super Bowl XLVI going for as much as $3.5 million — although not everyone is paying that price — eyes are starting to turn to NBC’s coming broadcast of the event, scheduled to take place in Indianapolis on Feb. 5.

This is a list of who’s bought what in Super Bowl XLVI. We will keep updating this post as more information becomes available.

Anheuser-Busch InBev
Buy: A-B InBev is perhaps the Super Bowl’s largest ongoing sponsor and typically buys up to between three and four minutes’ worth of ad inventory.
Creative: New beverage Bud Light Platinum is expected to get some portion of the spotlight.
Agency: To be determined

Audi of America
Buy: One spot
Creative: To be determined. This is Audi’s fifth consecutive entry in the Super Bowl.
Agency: Independent Venables, Bell & Partners

Best Buy
Buy: One 30-second spot
Creative: Expected to foucus on a new product or service launch. Justin Bieber and Ozzy Osbourne held forth in the retailer’s 2011 Super Bowl effort, its debut in the big game.
Agency: Crispin Porter & Bogusky is handling creative.

Buy: One 30-second spot in the third quarter
Creative: Expected to focus on how Cars.com helps shoppers choose “the perfect car at the perfect price”
Agency: Omnicom Group’s DDB Chicago

Century 21
Buy: One 30-second spot in the third quarter
Creative: The realtor is making its debut in the Super Bowl, and the ad is expected to focus on its agents. Century 21 will also sponsor half an hour of NBC’s pre-game festivities.
Agency: Independent shop Red Tettemer & Partners of Philadelphia

Buy: At least one spot. Coca-Cola has become one of the Super Bowl’s major sponsors in recent years after staying away from the event for a long while.
Creative: To be determined. Expect efforts to tug heartstrings while burnishing Coca-Cola’s ties to Americana and quenching thirst.
Agency: Independent Wieden + Kennedy has handled duties for Brand Coke in the past, though other drinks in the company’s portfolio may also share the spotlight.

Buy: One ad during the third quarter
Creative: Details of the commercial are still under wraps, however, Dannon is planning a fully-integrated campaign. The Dannon Company will be the first yogurt company in history to advertise during the Super Bowl.

Buy: At least two 30-second spots
Creative: Pepsi’s Frito-Lay unit is running its usual “Crash the Super Bowl” contest that asks amateur ad-makers to crate their own 30-second ad, with the winner’s creation being shown during the Super Bowl. Popular comedy team The Lonely Island will also create a 30-second spot.

General Motors
Buy: To be determined
Creative: To be determined
Agency: Omnicom Group’s Goodby, Silverstein and Partners is lead U.S. agency for Chevrolet.

Buy: Two 30-second spots, one in each half of the game
Creative: One ad for .CO the fastest growing new Web address. Once again Go Daddy Girls Danica Patrick and Jillian Michaels will be featured.
Agency: Handled in-house

Buy: Two 30-second spots
Creative: Automaker is expected to be less serious than in earlier, establishing Super Bowl spots and focus more on sparking an emotional connection with consumers.
Agency: Innocean, Hyundai’s internal agency

PepsiCo Beverages
Buy: At least one 30-second spot (Pepsi usually runs more). There is chatter about the soda-maker running two 30’s as well as a 60-second spot.
Creative: One spot will feature the winner of Fox’s “X Factor,” into which Pepsi has sunk $60 million as lead sponsor.
Agency: Omnicom Group’s TBWA\Chiat\Day is lead agency for the company’s best-known drink.

Buy: To be determined
Creative: The campaign is expected to focus on the Camry.
Agency: Publicis Groupe’s Saatchi & Saatchi has handled duties for Toyota in the past.

Buy: To be determined
Creative: To be determined. VW made one of the biggest splashes in the 2011 Super Bowl, thanks to an early release of an ad featuring a kid in a Darth Vader uniform and his attempt to use the Force on one of the automaker’s vehicles.
Agency: Interpublic Group’s Deutsch LA

Source: Advertising Age