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Super Bowl ads went for high of $4 million per 30-second spot this year

Jan 9, 2013, 10:01 AM EDT

cokebear AP

If you still want to slap a commercial into the Super Bowl broadcast this year, that’ll be $4 million for 30 seconds, please. Just pay at the desk, and … oops, sorry, all sold out.

CBS Corp. CEO Leslie Moonves announced on Tuesday that all the commercials for Super Bowl XLVII (Feb. 3 in New Orleans) have been sold. With some spots going for $4 mil per 30 seconds (the average was $3.7 mil to $3.8 mil), they broke the previous record of $3.5 mil, set last year. The 2012 broadcast averaged more than 111 million viewers.

Among those ads will be omnipresent Anheuser-Busch InBev, which on Tuesday announced that it will roll out its first ad for Budweiser Black Crown during the Super Bowl. That’s their new amber lager specialty beer that will actually be available beginning Jan. 21.

Mr. Moonves, as Stuart Elliott reports, said room could still be found to include commercials for movie studios — which often wait somewhat longer than other marketers to decide whether to buy Super Bowl commercials — but at a price. “If one of those movie companies wants to come in and pay five or six million,” he said, “we will find room.”

According to Advertising Age, some of the celbrities to appear in Super Bowl ads this year will be Psy (why God, why??), Kate Upton (for Merceds-Benz), Usher, Danica Patrick and Kaley Cuoco from The Big Bang Theory. Re: Patrick, from GoDaddy.com: “We are doing something we’ve never done in a Super Bowl — we are repositioning sexy.”

Plus, Doritos will be running its “Crash The Super Bowl” contest for the seventh year in a row, in which amateurs submit their commercials and Doritos runs the best ones.

Also, this will happen:

Ford is rebranding Lincoln by calling the unit “Lincoln Motor Co.” and introducing a campaign that makes use of legendary president Abraham Lincoln.

  1. therightisalright - Jan 9, 2013 at 4:41 PM

    They have to charge more this year for air time during the game because they will not be able to charge anything during halftime. Advertisers will not pay when there are no viewers and that deafening sound you will hear is the click of one million remotes changing channels when the no talent comes on. A photo contest to have “fans” come on stage? How desperate can you get in your attempts to generate interest? I’m pretty sure that no talent will need dancers on stage so maybe Ray Lewis will show up and do his asinine dance. Just plain sad.