Broncos In Talks With Naming-Rights Partners NFL's Goodell Earned Nearly $32M In '15 Multiple NFL Teams Pushing For St. Louis TV NBC Plans Record Amount Of Olympic TV Buccaneers Ink Deal With Frontier Braves, Falcons Pitch New Stadiums At Same Time Raiders Send Las Vegas Fan, Stadium Surveys Broadcast Nets Dropped From Class-Action Suit Panel Wants To Reduce Funding For Vegas Stadium Falcons' McKay Confirms $200M Changes To Stadium
SBD/14/Sponsorships Advertising Marketing
AD AGE HAS A-B PONYING UP $20M FOR SUPER BOWL EXCLUSIVITY
Published April 14, 1998
Anheuser-Busch is putting the "finishing touches" on a deal that will see it pay $20M for "exclusivity in the beer category and 10 Super Bowl spots" -- $2M for each 30-second commercial, according to Arndorfer & Ross of AD AGE. The A- B spots on Fox's broadcast of Super Bowl XXXIII represent a 54% increase from the $1.3M which most advertisers paid last year. The increase is 74% more than the $1.15M NBC "insiders" said A-B paid for exclusive spots during Super Bowl XXXII. A-B and Fox declined comment on the report, but Arndorfer & Ross note a source close to the deal said that A-B was "forced to the mat" by NFL sponsor Miller Brewing. In the past, Miller has run pre-and-post game ads, but this year, through its media-buying Starcom Media Services, the source said that Miller decided on a "very smart strategy: that it would either get on the [Super Bowl] or make it very, very expensive" for A-B. Miller last year inked a four-year, $300M partnership with Fox. But while Fox "would love" to use the $2M as a "benchmark" for what it can charge for a 30-second Super Bowl spot, most media execs said such a plan would be "problematic" (AD AGE, 4/13 issue).