Bud locks up Super Bowl beer ads through 2014
Fans of the Super Bowl can probably expect to see Clydesdales in
the game for the next few years.
The owner of Budweiser says it has locked up its position as the
only national beer advertiser in the Super Bowl through 2014.
The brewer, which became Anheuser-Busch InBev NV in 2008, has
had a presence in the NFL’s championship game as the exclusive beer
advertiser for 23 years. This year, it will again feature its
famous horses and, according to Kantar Media, it will keep its spot
as the game’s largest ad buyer.
The week of the Super Bowl, which will be played on Feb. 6, is a
busy one for brewers with beer sales rising as much as 20 percent
above a typical week in January or February.
That’s part of the reason the U.S. subsidiary, Anheuser-Busch
Inc., is buying seven 30-second spots this year and securing its
presence going forward.
“We wouldn’t have done it if the payoff wasn’t there,” said
Anheuser-Busch President Dave Peacock.
This year, AB InBev will tout Belgian lager Stella Artois in its
first Super Bowl with a 60-second ad. Flagship brand Budweiser will
have one 60-second ad and Bud Light will get three 30-second
The brewer is kicking off its annual Super Bowl ad campaign this
weekend during the AFC and NFC championship football games with two
different 15-second spots set in the Wild West. Both spots end “To
be continued: Feb. 6, 2011.”