The last 10 editions of American football’s NFL Super Bowl have generated $1.72 billion (€1.35 billion) in network television advertising from more than 125 companies, according to new research from media analysis company Kantar Media.
The average rate for a 30-second advertisement during the Super Bowl, the NFL’s title game following the play-offs, increased over the past 10 years from $2.2 million in 2002 to $3.1 million last year.
Earlier this month, the NBC network said it had sold out advertising spots for its coverage of this year’s Super Bowl for a record average fee of $3.5 million per 30 seconds. The 2012 Super Bowl will take place in Indianapolis on February 5.
The top five Super Bowl advertisers from 2002 to 2011 spent $636.6 million on advertising during the game, accounting for 37 per cent of the total.
The top five advertisers were: brewer Anheuser-Busch InBev ($239.1 million), soft drinks company Pepsico ($174 million), car manufacturer General Motors ($82.8 million), media company Walt Disney ($73.9 million), and soft drinks company Coca Cola ($66.8 million).