Who is Winner of The Super Bowl-Ad Game?

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Anheuser-Busch Going For Three-Peat

NEW YORK /PRNewswire/ — No football team has been able to win more than two straight Super Bowls, but as far as winning the big ad spending game that goes along with it each year Pepsico has been the champ, leading all advertisers six straight years from 1992 to 1997. However, for the last two years Anheuser-Busch has taken over the top spot, with its 1999 campaign being the biggest blowout ever at $16.8 million to $6.4 million for Pepsico and First Union who were tied for a distant second. The report was issued by Competitive Media Reporting (CMR), the nation’s leading tracker of advertising intelligence.

Overall ad expenditures for last year’s Super Bowl XXXIII soared, with spending reaching $100.8 million, up 29.2% from $78 million in 1998. By topping the $100 million milestone, Super Bowl ad spending closed out the decade up 154.7% from $39.6 million spent in the 1990 game.

With last year’s game recording the most spots ever at 55, the average cost of a 30 second commercial rose to $1.6 million, up 23.1% from $1.3 million in 1998, which was up 142.6% from $659.5 million in 1990. With all of the anticipated dot.com ad spending for Super Bowl XXXIV, it is interesting to note that Monster.com was the only dot.com brand in the top ten last year, tied with 13 other brands at #2 with $3.2 million.

The CMR information reflects advertising dollars spent across all media. CMR provides strategic advertising intelligence to advertising agencies, advertisers, broadcasters and publishers. The tracking technologies collect occurrence and expenditure data as well as the creative executions of over 900,000 brands in 15 media.”

 Super Bowl revenue by Year (1990-1999) 

Year spots $(000) Cost Per 30 Sec. Spot

1990 47 39,572.3 659.5 1991 49 45,600.0 786.2 1992 52 48,024.7 774.6 1993 47 49,300.0 850.0 1994 44 52,200.0 900.0 1995 52 69,665.0 1,123.6 1996 49 65,100.0 1,085.0 1997 54 71,800.0 1,200.0 1998 52 78,000.0 1,300.0 1999 55 100,800.0 1,600.0

Top Advertisers for 1999 Super Bowl XXXIII

Rank Company Spending

1 Anheuser-Busch $16,800,000 2 First Union Corp. $6,400,000 2 Pepsico $6,400,000 4 Time Warner Inc. $4,800,000 4 General Motors Corp. $4,800,000 4 Seagram Co. Ltd. $4,800,000 7 8 Companies tied for Seventh $3,200,000

Top Advertisers for 1998 Super Bowl XXXII

Rank Company Spending

1 Anheuser-Busch $10,400,000 2 Pepsico $9,100,000 3 Intel Corp. $3,900,000 3 Time Warner Inc. $3,900,000 5 11 Companies Tied for Fifth $2,600,000

SOURCE Competitive MediaReporting