TNS Issues Super Bowl Ad Report

NEW YORK: Over the past two decades, the Super Bowl has generated $2.17 billion in advertising spending in the U.S., according to TNS Media Intelligence.

From 1990 thru 2009, the Super Bowl generated $2.17 billion of network sales from a total of 210 different advertisers and more than 1,400 commercial messages.

“The Super Bowl remains a singular event for engaging the broadest number of consumers at one time,” said Mark Nesbitt, the president of TNS Media Intelligence. “Because it is viewed live and experienced by a majority of the country at the same time, a commercial presence on the broadcast has great significance and impact for a brand, making each not so much a brand message as a brand event. It is why a presence on the broadcast lends itself so effectively to an integrated marketing effort.”

According to TNS, the top five Super Bowl advertisers of the last 20 years spend $783 million on the game—36 percent of total revenues from the annual football event. The list is topped by Anheuser-Busch and PepsiCo, followed by General Motors, Walt Disney and Time Warner. Pepsi will not be a Super Bowl advertiser this year, nor will GM, which dropped out in 2009.

The prices of Super Bowl ads have quadrupled in the past 20 years, reaching $3 million for a 30-second spot last year, reaping $213 million. This year, CBS has reportedly been charging between $2.5 million and $2.8 million.