For the 19th time since The American Association of Franchisees & Dealers (AAFD) began surveying the ratio of Super Bowl ads purchased by franchised and non-franchised enterprises, the franchisers continue to outspend non-franchised businesses, this year by the narrowest margin in several years.
According to AAFD Chairman Robert Purvin, who launched the organization’s Advertising Super Bowl survey 20 years ago, “Super Bowl advertising continues to demonstrate the power of franchising. How else can small business owners afford to share their messages with 90+ million households at one time?”
CBS reportedly charged a record top price of $2.7 million per 30-second spot ($90,000 per second). The higher cost seemed to impact advertiser demand as CBS had reportedly not sold its available inventory a week before Super Bowl XLI game day. Still, the total number of spots played during the game reached 120, the same as last year, earning CBS an estimated $221 million dollars. Budweiser again led all advertisers with 10 spots, earning it exclusive rights to broadcast during the game and relegating competitors Miller Brewing and Coors to pre-game and post-game opportunities.