The company that claims to be the King of Beers is also the King of Super Bowl advertising. This is the 9th year in a row that AB has bought the most Super Bowl ad time and the 8th in a row that they have had the #1 rated spot by USA Today's research. This year they bought 10 30-second units for the Super Bowl XL telecast for $26 million. AB only aired 8 ads, 7 for their own brand, and one for the category with the website: herestobeer.com.
Apparently, Anheuser-Busch has held the rights to be the exclusive beer of the big game for the past 18 years, although no one seems to know about it. Further complicating matters, Coors has a long-term agreement to own the title of the "official beer sponsor of the NFL." They more than doubled the offers of their rivals, offering $300 million for the deal. So now, even though Anheuser-Busch is the only corporation allowed to advertise during the Super Bowl, Coors is the only beer manufacturer that can use the Super Bowl logo and the logos of the 32 NFL teams.
Producing Super Bowl commercials is serious business for Anheuser-Busch; the brewer hires several competing agencies to produce commercials solely for the big game. Having produced the spots, the brewer pays about 800 people $50 apiece to watch them and offer feedback. Just a year ago, agencies produced a total of 25 potential ads for Bud to consider running during Super Bowl XXXIX; only nine made the cut.
This year not only did AB have the #1 spot, but all 7 of their ads ranked in the top 11. They still need to bring back Bud Bowl.
Awesome. I was wondering what happened to the Miller and Coors ads, particularly after Coors was all over the rest of this NFL season. And no wonder they hit 7 of the top 11 spots when they've already weeded out ads to get the best of the best. I mean "Magic Fridge" is gold.
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