SBD/Issue 4/Sponsorships, Advertising & Marketing

NFL TV Advertisers Spent $2.6B Last Season, Led By A-B, U.S. Gov't

Companies spent a total of $2.616B on TV advertising during the '08 NFL season, including the regular season, playoffs and Super Bowl XLIII, according to THE DAILY's analysis of data from Nielsen Media. The top 20 TV advertisers for the entire NFL season ended up spending a total of $1.393B, compared to $1.22B for all other NFL advertisers. The U.S. government topped all TV advertisers during the regular season with $96M, fueled by the government being forced to pick up the cost of GM's ad spending. That figure jumps to $127.1M when including the postseason. A-B InBev finished third during the regular season, but as the exclusive/official Super Bowl beer advertiser, their postseason ad spend pushed them to the top of the list when looking at the entire season. Among the top 20 advertisers for the entire season, Apple dedicated the highest percentage towards the regular season (89.5%), while A-B, GE and Pepsi all dedicated close to 40% of their NFL TV ad spend to the postseason. Asterisks denote official NFL sponsors (THE DAILY).

TOP 20 NFL TV ADVERTISERS FOR '08 SEASON
COMPANY
REGULAR SEASON
PLAYOFFS/
SUPER BOWL
TOTAL
% REGULAR SEASON
A-B InBev
$82.0
$52.1
$134.1
61.1%
U.S. Government
(includes GM*)
$96.0
$31.0
$127.1
75.6%
Toyota
$78.7
$29.1
$107.8
73.0%
Ford
$85.1
$16.6
$101.7
83.7%
NFL
$73.3
$24.0
$97.3
75.3%
MillerCoors*
$65.6
$22.7
$88.2
74.3%
Sprint Nextel*
$61.5
$20.6
$82.1
75.0%
Southwest Airlines
$51.4
$14.9
$66.2
77.6%
Verizon
$45.6
$18.6
$64.2
71.1%
AT&T
$50.1
$13.9
$64.0
78.3%
UAW Health Care Trust
(Chrysler, Jeep, Dodge)
$43.5
$20.1
$63.7
68.4%
Yum Brands
$35.1
$16.4
$51.5
68.2%
GE
$30.2
$19.2
$49.4
61.2%
Nissan
$40.7
$8.2
$48.9
83.2%
Pepsi*
$26.7
$16.1
$42.8
62.4%
Honda
$30.2
$12.6
$42.8
70.7%
Visa*
$34.7
$7.9
$42.6
81.5%
Hyundai
$29.0
$12.7
$41.7
69.5%
Apple
$36.9
$4.3
$41.2
89.5%
Sony
$26.6
$12.1
$38.7
68.7%

BACK IN THE BIG GAME: AD AGE's Brian Steinberg cited sources as saying that Coca-Cola "will be back for a fourth straight year" to advertise in Super Bowl XLIV, "spotlighting yet again the fact that the Super Bowl continues to function not only as a gridiron battle but also as a face-off between the nation's largest beverage marketers." CBS has sold about 65% of its Super Bowl inventory at prices ranging from $2.5M-3M "for a 30-second TV commercial in a top position" (ADAGE.com, 9/16).

Return to top
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug