With 106.5 million viewers, the Super Bowl championship football game is the most-viewed event on US television. This year's sporting event, Super Bowl XLV, on February 6 at Cowboys Stadium in Texas, features the traditionally custom-made commercials that have become almost as anticipated as the winning score.
The 30-second TV spots for Super Bowl XLV cost about $3 million each and sold out months ago. According to Kantar Media, the cost of Super Bowl ads has risen by 36% in the last ten years, with a 30-second spot costing around $2.2 million a decade ago.
This year's Super Bowl game will include a record number of auto ads, with spots from companies including BMW, Chrysler, Daimler, Hyundai, Kia, Volkswagen, and General Motors (after a 2-year hiatus) to signal the rebound of the industry,
The biggest advertisers in 2011 include Anheuser-Busch (Budweiser beer), with the largest buy for the game. Dot-com firms also take a sizable portion of commercials from CareerBuilder.com to E*Trade. Film spots will include a preview of the sci-fi western Cowboys and Aliens starring Daniel Craig and Harrison
Ford.
First-time buyers include Pizza Hut, Best Buy, and Groupon, the local retail coupon website. Motorola Droid tablet, possibly called Xoom, will debut, and repeat performances will come from Pepsi, Coca-Cola, Doritos, and Bridgestone.
In an attempt to reach women, Skechers' shoe spot will feature reality star Kim Kardashian, comedian Roseanne Barr appears for Mars candy, Teleflora will promote country singer Faith Hill's floral collection, and GoDaddy.com includes spokesperson and racecar driver Danica Patrick.
The peak advertising event of the year is joining the digital age by going beyond the 30-second TV spot to include online features, social networks and mobile media. Ad agencies are incorporating Facebook and Twitter as well as contest sites such as http://beonthefield.com.
After last year's successful Old Spice campaign became a viral online phenomenon, this year Mercedes-Benz launches "The World's First Twitter-Fueled Race," which gives cars to a two-person team that gains the most Mercedes-Benz tweets and Facebook "likes."
Audi's spot will include Audi Inner Circle social-media contests. The carmaker's companion ad airs prior to the Super Bowl - called "Goodnight," it is about the trappings of luxury: http://www.youtube.com/watch?v=fJnaOPzZ_pQ
The four teams currently vying for the Super Bowl are the New York Jets, Green Bay Packers, Pittsburgh Steelers and Chicago Bears, with the finalists to be determined at games this weekend.
In addition to the entertaining commercials, the halftime show will be performed by the Black Eyed Peas and the national anthem will be sung by Christina Aguilera.
The game airs on Fox-TV in the US, Sky in the UK, ESPN in Brazil and Italy and other local networks around the world.
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