Super Bowl XLIV is coming up February 7, 2010, and while it is still going to be a advertising gong show, it seems that the rising costs for TV spots has almost reached its limits. At an average cost of $2.5 – $3 million, some recession hit companies are pulling in the reins. Such notable names as FedEx, GM, and Pepsi are sitting on the sidelines this year. Pepsi has decided to move its’ spend to a social responsibility grant worth $20 million. GM has been smart enough to use the money internally rather than blow it all (especially after the handout). FedEx is withholding due to “cost-containment actions”. With companies transferring big ticket TV spots in order to help keep operating costs down, or by introducing social programs, it will be interesting to see whether this is a start of a new trend. Or is the Ad Bowl just too alluring for companies to jump ship in the masses and bank that a Bowl ad will bring the purchasers flowing in? With roughly 99 million viewers last year, it is a tough call to make. What would you do with $3 million + play money??
But fret not, 95% of TV spots have already been purchased. With biggies like Disney, Frito Lays, Coke, and Anheuser-Busch, there will still be a lot of quality ads for the big game to be worth it. Oh yeah, and there should be good football game going on too.