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"Anheuser-Busch has purchased four minutes of advertising time – more than any other advertiser – during the Super Bowl XLII broadcast on FOX on February 3. This marks the 20th consecutive year we have been the exclusive alcohol category advertiser during the game. Anheuser-Busch has secured category exclusivity for the next five years, through Super Bowl™ XLVI in 2012. The Super Bowl™ is a great way to kick off the spring selling season and get our retailers, wholesalers and adult consumers excited about our products."
"Our award winning creative lineup will likely feature commercials for the world’s best selling beers, Budweiser and Bud Light. Anheuser-Busch’s Super Bowl™ ads have been judged by consumers and media to be the most popular for the past nine years in polls conducted by various media outlets."
"We absolutely think the Super Bowl™ is a great way to reach adult beer drinkers. The Super Bowl™ is typically the most-watched TV event each year. Of the game’s 93 million viewers last year, 82 percent were over 21, and approximately 41 percent of all U.S. beer drinkers watch the game. There is no better place to reach so many potential beer drinkers in one sitting – during a program in which they are predisposed to watching advertising."
- Bob Lachky
Executive Vice President, Global Industry & Creative Development, Anheuser-Busch, Inc.
“With the aid of the Super Bowl™, last year’s marketing campaign produced a 50 percent increase in brand awareness among our target audiences.
"Aside from the critical acclaim we received, the humor and message really hit home with viewers as we achieved records in overall traffic the week following the game. Viewers could relate to the feeling of working with a bunch of monkeys and recognized CareerBuilder.com as the leading source to find a better job. This year, viewers can expect to see more outrageous tales from the office as we take our campaign and outreach efforts to the next level.”
- Richard Castellini
Vice President of Consumer Marketing, CareerBuilder.com
"Despite being voted the worst, we were overwhelmed with viewers’ immediate response to last year’s Super Bowl™ ad. We didn’t anticipate the volume of calls and web traffic we received."
"We increased our ad buy this year and have put a system in place to handle the response which we expect to be even greater this time around. Last year’s ad resulted in 25,000 registrations on our website which is typically the number we see over a month-long period.”
- Mark Israelsen
President, SalesGenie.com
"How many times have you heard people say "My favorite part of Super Bowl™ is the commercials."? Reality is, most of the 93+ million viewers planning to watch this year's Super Bowl™ aren't just interested in the game itself."
"Rather, the Super Bowl™ is a TV institution because it presents the perfect excuse to gather with friends, eat unhealthy foods that are not part of new diets and most importantly, to analyze and debate the much anticipated commercials. Let's face it: the Super Bowl™ is one of the few surviving media platforms where consumers actually look forward to commercials. This presents an unparalleled opportunity for marketers to leverage their brands and keeping their audiences engaged with their products."
- Tunde Turcsik
Marketing Manager, National & International Advertising Unit, The Washington Post
“The Super Bowl™ is an all-American affair, and moms around the country not only organize their families’ home-viewing parties, but are the segment of the market that actually purchase most of the products advertised during the game.”
- Teri Lucie Thompson
Marketing to Moms Coalition Board Member and Vice President of Marketing, Safeco Insurance
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"2008 marks the first time ever that Unilever is launching a global campaign for Sunsilk. 2008 marks the first time ever that Sunsilk will reveal its 'Life Can't Wait!' point-of-view: a go-getting message that captures the aspirations and dreams of female youth (including the ones who are young at heart) around the world. It's an ambitious statement for girls who want to make life happen with urgency and determination. 2008 also marks the first time ever that a hair care brand will break through the conventional advertising language of the category. And 2008 marks the first time ever that a brand will have Madonna, Shakira and Marilyn Monroe together – three of the most iconic women in the world.
"First time ever. This is what the Super Bowl™ opportunity is all about. It is the perfect stage for change. It is the perfect kick-off for a new era for a brand."
- Ricardo Sapiro
Sunsilk Global Brand VP
"I think the ad FOX won’t let us air, ‘Exposure,’ is the funniest commercial we’ve ever made. It’s hilarious. We’re making lemonade out of lemons on this one by modifying our campaign to use our Super Bowl™ commercial to drive people to our intended ad – online. FOX wouldn’t approve our ‘Exposure’ ad because we used the word 'beaver' to reference an Animatronic beaver. I served in the Marines, I vote in every election, I pay a lot of taxes – I think I’ve earned the right to call a beaver a beaver. Ever since the so-called ‘wardrobe malfunction,’ Super Bowl™ ads have lost a certain edge. Our commercials need to be GoDaddy-esque. That means it’s funny, edgy and just a touch inappropriate!"
"The bottom line: GoDaddy-esque Super Bowl™ ads have been very successful for our business. Before we advertised in the 2005 Super Bowl™, our market share of new domains was about 16 percent. Right after that ad, it grew to 25 percent. Right now, it’s around 38 to 42 percent. I can’t afford NOT to advertise this year."
- Bob Parsons
CEO & Founder, GoDaddy.com
“We see 2008 as a break out year for the Cars.com brand. We are significantly investing to extend awareness and to reposition our brand and differentiate from others in the category. With that in mind, we saw the Super Bowl™ as the ideal media opportunity to introduce our new campaign and new brand position.”
“In the 'Tivo' era, live sporting events, especially games as big as the Super Bowl™, are fantastic venues for our commercials to be seen by an extremely large audience. The Super Bowl™ is also unlike any other marketing opportunity in that the advertising is as much a part of the event as the game itself, giving us a unique opportunity for our message to be heard and our brand to be recognized. Moreover, it gives us a unique opportunity for our brand to be the topic of conversation at the water cooler on Monday morning.”
- Carolyn Crafts
Vice President, Marketing, Cars.com
"Sponsors who have invested substantial dollars on ads for this year's Super Bowl™ may luck out big time. With a New York team and an undefeated, about-to-make-history Patriot club, and given the ratings in the NFC championship game, one can expect this year's game to be the, or at least among the, highest rated Super Bowl™ ever. Beyond the interest in Super Bowl™ as event, there is a great deal of interest in the Super Bowl™ as a football game that will crown either the Giants, one of the NFL's bedrock franchises, or the Patriots, who will be able to claim status as the greatest team in NFL history. Sponsors like Anheuser-Busch will reach lots of the right demographic on February 3rd."
- John B. Lord, Ph.D.
Professor of Marketing, Saint Joseph's University
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