Marketing Services Blog

Super Bowl XLIV Ads: What You Can Buy for $3.01 Million (& Which Ads Were Most Popular)

As a Colts fan, Super Bowl XLIV was a huge disappointment (Peyton agrees, he did say “disappointing” 18 times during his 11-minute postgame interview). And even though there were more commercials about underwear than many of us may have liked, there were some pretty good commercials…which is nice.

How much did these commercials cost advertisers? 30-second spots cost up to $3.01 million this year which is just slightly above the max cost of $3 million in Super Bowl XLIII. The number of viewers jumped up much more than that, increasing from 98.7 million in 2009 to 106.5 million in 2010 which makes it the number one telecast of all time – till yesterday, that honor went to the M*A*S*H series finale in 1983 which had 106 million viewers.

In addition to record-breaking viewership, a recent survey conducted by The Nielsen Company indicates that 51% of those viewers, or 89.6 million, enjoy the commercials more than game indicating that advertisers are purchasing a very receptive audience, along with 30 seconds of air time. Some advertisers took full advantage of that, especially Anheuser-Busch, who ran eight ads, and Denny’s and Doritos who both ran four.  Several advertisers ran two ads including E-Trade, Coca-Cola, Bridgestone, and Hyundai.

Which commercials were the most popular? Ads by the above companies were preferred by a (very small) sample of my friends with “Girlfriend” by E-Trade getting three votes for best commercial. “Dog Collar” and “House Rules,” both by Doritos, got two votes and “T-Pain” by Bud Light and “Hard Times” by Coca-Cola each got one vote. There was some overlap between their votes and USA Today’s Super Bowl Ad Meter results which list these commercials as the Top 5:

  1. Snickers – “Football”: Octogenarian actors Betty White and Abe Vigoda play in a casual football game
  2. Doritos – “Dog Collar”: Dog with bark collar rules
  3. Bud Light – “House”: Man builds a house out of beer cans
  4. Anheuser Busch – “Fence”: Clydesdale’s friend
  5. Coca-Cola – “Sleep Walker”: Sleepwalker going through rough terrain gets cold Coke

Click here to see how the rest of the most expensive commercials were rated, including which five were the least popular or click here to watch these ads.

Personally, my favorite was “Green Car” by Audi which was #6 on this list and, strangely enough, was rated both the best ad and the worst ad according to The Wall Street Journal.

Which ad was your favorite? Which was your least favorite? Post a comment below letting us know.

Interested in how our Cleveland Advertising Agency can help you? Contact a Skoda Minotti Strategic Marketing professional by 440-449-6800.

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