Super Bowl commercial spending skyrockets

By Samantha Bokoski
February 5, 2009

Shannon Keough

The economic downfall has caused individuals to lose their jobs and companies to declare bankruptcy, yet still companies are able to spend $3 million on 30-second Super Bowl advertisements.

Anheuser-Busch, PepsiCo and many other industries will continue to run advertisements during the Super Bowl, however, companies such as FedEx are not finding the $3 million is easy to spend.

This is the first time in 12 years they have not bought a spot during the Super Bowl.

I feel that the Super Bowl industry is straddling the line of ridiculous and just doing business.

Many people, including myself, love to watch the Super Bowl for the commercials alone. Businesses having to pay $3 million for every 30 second clip in the Super Bowl, I am thinking this is borderline absurd.

Obviously, my opinion does not seem to match many companies because many of them are still paying to get one of the 67 spots available. According to, the network was able to fill 90 percent of their spots for the big game in Tampa, Fl.

The $3 million cost for a spot in the Super Bowl is a 10 percent increase than last years cost.

One of the top companies that are returning is, a convenient way for you to send your resume to hiring companies.

The site received a 172 percent increase from the day prior to the Super Bowl.

After watching the Super Bowl, I would have to say that I am disappointed this year in the commercials. There were not any that seemed to stick in my mind and make me cry laughing.

If I had to pick one that stuck in my mind, it would have to be the Pedigree commercial.

I do not know if this is biased because of my obsession with dogs, well animals in general, but it was funny and got the point across.

It goes through all these horribly-obnoxious pets, such as a rhino, warthog and a bull. The clincher is to adopt a dog because it will be much more people-friendly.

Doritos surprisingly put out a good commercial relating to a younger crowd. The commercial starts with when a man eats a Dorito, a woman’s dress comes off, and the next Dorito to enter his mouth makes a MAC machine spit out money. Then, the closing was when the bag runs out, the man gets hit by a bus. It’s a little brutal, but it gets the point across that good things happen with Doritos.

Even though the cost is high and the risk, I personally feel for the large 500k companies, such as PepsiCo and Anheuser-Busch, it is worth it. Companies during the Super Bowl reach about 95 million people, that is so much advertising and publicity for these companies.

I feel if the network decides to increase the cost next year, which would be no shocker, I think more companies are going to back out. Our country is going to get worse before it gets better and companies cannot just come up with $3 million or more to spend on the Super Bowl alone.

The Super Bowl is the eighth biggest selling week in the year and companies want to be able to afford a slot but if it gets too expensive they will have no choice but to say “no.”

Entertainment has gotten out of control and now the network seems to have no limits or boundaries on cost. One word that describes this issue especially at this time in our history is scary.

Samantha Bokoski

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