In Depth

Chart: Super Spending, Strong Retention

With Super Bowl XLII coming up Sunday, TNS Media Intelligence has taken a look back at Super Bowl broadcasts over the last 20 years. In that span, the top five Super Bowl advertisers spent a combined $659 million on advertising. That means they’ve accounted for 36% of total advertising dollars spent in the game, according to TNS.

Each year, about 62% of the network TV ad money invested in the game comes from incumbent marketers who ran commercials the previous year. “While that’s a very high retention rate, it’s actually lower than the comparable rate for two other showcase TV events,” said Jon Swallen, senior VP for research at TNS. “Over the past 10 years, the average dollar retention rate has been 75% for the Academy Awards and 67% for the World Series.”

Top Super Bowl Advertisers, 1988-2007
Rank Name No. of Years With Spots in the Game Ad Spend $ (millions)
1. Anheuser-Busch 20 $274.2
2. PepsiCo. 20 $192.8
3. General Motors 15 $77.1
4. Time Warner 11 $63.4
5. Walt Disney 8 $51.5
       
Source: TNS Media Intelligence