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How Much Super Bowl Advertisers Spend

Viewers still like watching Super Bowl ads

January 25, 2016 | Advertising & Marketing | Media Buying

The Super Bowl remains one of the most-watched events in the US, and viewers not only tune in because of the sports, but for the ads as well. And according to research, the top five Super Bowl advertisers have spent a total of $745.1 million on it during the past 10 years.

Kantar Media looked at the top five Super Bowl advertisers, ranked by ad spending between 2006 and 2015. Anheuser-Busch led the pack, spending $278.3 million. The company has advertised in the Super Bowl during each of the past 10 games.

PepsiCo, which also ran ads during the past 10 Super Bowl games, spent a total of $172.0 million from 2006 to 2015. Coca-Cola rounded out the top three, with $118.4 million, and ran advertising in nine Super Bowl games.

While Chrysler Group only ran ads in five Super Bowl games during the same period, and General Motors only ran ads in six, they both still spent a substantial amount on advertising as well. For example, Chrysler Group spent a total of $89.5 million and General Motors spent $86.8 million.

Advertising during the Super Bowl is a big deal for many marketers, who know that viewers still huddle around the TV to watch the ads. In fact, according to November 2014 research from YuMe, 79% of US internet users said they watched ads during the Super Bowl because it was an integral part of the experience. Tradition still rules for nearly eight in 10 respondents. Fewer than a quarter said the ads were just unavoidable.

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