The following lists in-game national advertisers during
Sunday's Super Bowl XXXIV broadcast on ABC. Reports have
had the average cost of a 30-second spot at $2.2M, and the
N.Y. TIMES' Stuart Elliott writes that $135M is the
"approximate cost of all the commercials to run during the
game" (N.Y. TIMES, 1/28). AD AGE's "Viewpoint" writes that
with a 37.5% increase in the cost of in-game spots over last
year's Super Bowl broadcast, "It may be time for a Super
Bowl equivalent of a stock market correction. ... It would
be healthy to see Super Bowl ad prices stabilize" (AD AGE,
1/24). This list could change before game time (THE DAILY):
1ST QUARTER ADS LENGTH OF SPOT AGENCY
A-B (Budweiser) 30-seconds DDB Worldwide, Chicago
A-B (Bud Light) 30-seconds DDB Worldwide, Chicago
A-B (Bud Light) 30-seconds Fusion Idea Lab
Blockbuster 30-seconds J. Walter Thompson, Chicago
E-Trade 30-seconds Goodby, Silverstein, S.F.
Healtheon/WebMD 30-seconds Ogilvy & Mather, N.Y.
John Nuveen 60-seconds Fallon McElligott, Minn.
Motorola 30-seconds McCann-Erickson, N.Y.
Monster.com 30-seconds Mullen, MA
Pepsi (Mountain Dew) 60-seconds BBDO Worldwide, Chicago
Tropicana 30-seconds Foote, Cone & Belding, N.Y.
20th Century Fox 30-seconds In-house
Universal Studios 30-seconds In-house
WebEx 30-seconds Martyn Larsen Media, S.F.
2ND QUARTER LENGTH OF SPOT AGENCY
A-B (Budweiser) 60-seconds DDB Worldwide, Chicago
A-B (Budweiser) 30-seconds DDB Worldwide, Chicago
BMW of N.A. 30-seconds Fallon McElligott, Minn.
Dr Pepper (7-Up) 30-seconds Young & Rubicam, N.Y.
Dreamworks 30-seconds In-house
FedEx 60-seconds BBDO Worldwide, N.Y.
GM (Oldsmobile) 30-seconds Leo Burnett, Chicago
NFL 60-seconds In-house
Netpliance 30-seconds McGarrah/Jessee, TX
Oxygen Media 30-seconds Mullen, MA
U.S. Census Bureau 30-seconds Young & Rubicam, N.Y.
Visa USA 30-seconds BBDO Worldwide, N.Y.
Volvo of N.A. 30-seconds Carmichael Lynch, Minn.
3RD QUARTER LENGTH OF SPOT AGENCY
A-B (Budweiser) 60-seconds DDB Worldwide, Chicago
AutoTrader.com 30-seconds Doner, MI
BMW of N.A. 30-seconds Fallon McElligott, Minn.
Britannica.com 30-seconds Deutsch, CA
Buena Vista 60-seconds In-house
EDS 60-seconds Fallon McElligott, Minn.
E-Trade 30-seconds Goodby, Silverstein, S.F
Kforce.com 30-seconds Grey Advertising, N.Y.
Hotjobs.com 30-seconds McCann-Erickson, MI
Motorola 30-seconds McCann-Erickson, N.Y.
NFL 30-seconds In-house
OurBeginning.com 30-seconds Bennett & Co., Orlando
Pepsi (Mountain Dew) 60-seconds BBDO Worldwide, N.Y.
Universal Studios 30-seconds In-house
WWF 30-seconds In-house
4TH QUARTER LENGTH OF SPOT AGENCY
A-B (Budweiser) 30-seconds DDB Worldwide, Chicago
A-B (Gretzky spot) 30-seconds DDB Worldwide, Chicago
Computer.com 30-seconds Merkley Newman Harty, N.Y.
Epidemic.com 30-seconds Geppetto Group, N.Y.
LifeMinders.com 30-seconds In-house
OnMoney.com 30-seconds DDB Worldwide, Chicago
Pets.com 30-seconds TBWA/Chiat/Day, S.F.
MicroStrategy.com 30-seconds In-house
Monster.com 30-seconds Mullen, MA
Visa USA 30-seconds BBDO Worldwide, N.Y.
WSJ Interactive 30-seconds Arnold Comm., Boston
