Leadership / Management

XLII ways to spend your Super Bowl dollar

TrophyNothing says "excess" like the Super Bowl. It's got more hype, a bigger worldwide audience and more bizarre athlete-reporter encounters than any other sporting event in the world. Heck, the pregame show alone lasts longer than the game itself.

Those excesses, though, are dwarfed by the amount of money spent on Super Bowl advertising. The average cost of a 30-second spot for Super Bowl XLII is $2.7 million. Anheuser-Busch alone has bought six such spots, plus a 60-second ad. That comes to ... let's see, seven times six, carry the four ... a lot of dough. And advertising executives say it's worth every penny. "There's no other venue that gives your brand that kind of instant Americana," Michael Pavone, president of brand consulting firm Pavone, told CNNMoney.com.

Those responsible for the best Super Bowl ads ever would undoubtedly agree. And those responsible for the worst Super Bowl ads? They might want a do-over.

Advertisers aren't the only people spending a lot of money on the Super Bowl. According to the National Retail Federation, consumers are expected to buy nearly 4 million new televisions specifically for this year's game. That's about 50 percent more new TVs than last year's Super Bowl.

Recession? What recession?


Bill Sheridan