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 According to a report in Thursday’s SportsBusiness Daily, “companies spent a total of $2.616B on TV advertising during the '08 NFL season, including the regular season, playoffs and Super Bowl XLIII”. Leading the way was A-B InBev (Anheuser Busch) whose regular, playoff/Super Bowl spending was 134.1 million. Leading the way in regular season spending was the US Government, who was saddled with General Motors ad budget as part of the Federal Govt.’s bailout plan. Total spending by the US Govt., including GM, accounted for $127.1 million in total, but $96 million compared to A-B InBev regular season spending of $82 million
Automakers Toyota ($107.8 million) and Ford ($85.1 million) followed the US Govt./GM.
According to the report, “The top 20 TV advertisers for the entire NFL season ended up spending a total of $1.393B, compared to $1.22B for all other NFL advertisers.”
In an interesting twist, the 5th highest spender in television advertisement for NFL games was the National Football League itself. The league spent $97.3 million over the course of the regular and postseason/Super Bowl touting its entertainment to the masses via television. The NFL’s $73.3 million in regular season TV ad spending accounted for $97.3 million television ad spending, or 6 percent of the total for the top 20 in adverstisers.
Select Read More to see a complete breakdown of the Top 20 in TV advertisement spending in the NFL for 2008
TOP 20 NFL TV ADVERTISERS FOR '08 SEASON
|
|
COMPANY
|
REGULAR SEASON
|
PLAYOFFS/
SUPER BOWL
|
TOTAL
|
% REGULAR SEASON
|
|
A-B InBev
|
$82.0
|
$52.1
|
$134.1
|
61.1%
|
|
U.S. Government
(includes GM*)
|
$96.0
|
$31.0
|
$127.1
|
75.6%
|
|
Toyota
|
$78.7
|
$29.1
|
$107.8
|
73.0%
|
|
Ford
|
$85.1
|
$16.6
|
$101.7
|
83.7%
|
|
NFL
|
$73.3
|
$24.0
|
$97.3
|
75.3%
|
| MillerCoors* |
$65.6
|
$22.7
|
$88.2
|
74.3%
|
| Sprint Nextel* |
$61.5
|
$20.6
|
$82.1
|
75.0%
|
| Southwest Airlines |
$51.4
|
$14.9
|
$66.2
|
77.6%
|
| Verizon |
$45.6
|
$18.6
|
$64.2
|
71.1%
|
| AT&T |
$50.1
|
$13.9
|
$64.0
|
78.3%
|
UAW Health Care Trust
(Chrysler, Jeep, Dodge) |
$43.5
|
$20.1
|
$63.7
|
68.4%
|
| Yum Brands |
$35.1
|
$16.4
|
$51.5
|
68.2%
|
| GE |
$30.2
|
$19.2
|
$49.4
|
61.2%
|
| Nissan |
$40.7
|
$8.2
|
$48.9
|
83.2%
|
| Pepsi* |
$26.7
|
$16.1
|
$42.8
|
62.4%
|
| Honda |
$30.2
|
$12.6
|
$42.8
|
70.7%
|
| Visa* |
$34.7
|
$7.9
|
$42.6
|
81.5%
|
| Hyundai |
$29.0
|
$12.7
|
$41.7
|
69.5%
|
| Apple |
$36.9
|
$4.3
|
$41.2
|
89.5%
|
| Sony |
$26.6
|
$12.1
|
$38.7
|
68.7%
|
Asterisks denote official NFL sponsors
Source: SportsBusiness Daily
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 Maury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey. He is available as a freelance writer. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network (select his name in the dropdown provided).
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