Who Is Winner of the Super Bowl

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Contact:
Matt Biscuiti
Golin/Harris International
(212) 373-6044
mbiscuiti@golinharris.com

News

January 24, 2000

Who Is Winner of the Super Bowl—Ad Game?
Anheuser-Busch Going For Three-Peat

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 $659,500 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	39,572.30	659.5
1991	49	45,600.00	786.2
1992	52	48,024.70	774.6
1993	47	49,300.00	850
1994	44	52,200.00	900
1995	52	69,665.00	1,123.60
1996	49	65,100.00	1,085.00
1997	54	71,800.00	1,200.00
1998	52	78,000.00	1,300.00
1999	55	100,800.00	1,600.00

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 XXXIII

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