Super Bowl XXXIX advertisers in the lineup

Super Bowl Ads. This year all you need is $2.4 million, and you're in for 30 seconds.

So far over 90% of the ad space for Super Bowl XXXIX, on February 6th, has been bought up. We can look forward to seeing spots for Pepsi, FedEx, McDonald's, Ford, Honda (which will introduce the Ridgeline, its first pickup truck), General Motors, Volvo, Frito-Lay, AmeriQuest, Novartis,, (a video-game rental site), (will run 2 :30 spots) and Visa.

Ten of the 58 spots were bought by Anheuser-Busch- that's two more than last year. The NYPost claims Anheuser-Busch and Pepsi "account for one-quarter of the available spots".

Walt Disney's Buena Vista, Viacom's Paramount and Sony, are also buying spots to promote the launch of their movies.

Lincoln Mercury spokesman Rich Voytowich said a 30-second spot featuring the new Lincoln Mark LT luxury truck "will be controversial," while "pushing the limits." Lincoln Mercury is returning to the Super Bowl after a 10-year hiatus.

In Buffalo, NY the "local Fox affiliate WUTV sold out of its 13 local 30-second spots about two weeks ago, said general manager Don Moran. Associations of automobile dealers, such as Ford, Chevy, Toyota and Pontiac, bought much of the ad time. West Herr Automotive Group bought its own 30-second spot as did Milk for Health on the Niagara Frontier. Labatt's also bought ads."

No word yet if AOL will be returning- but they will be presenting the NFL Experience- which features an interactive theme park offering participating games, displays and entertainment attractions.

What we won't see:
Coors or SABMiller ads, at least not nationally. Why?
That's because Anheuser-Busch, maker of the Budweiser and Bud Light brands, has a long-standing "category exclusivity" deal in place, which blocks competitors such as Coors and SABMiller from advertising nationally during the big game.

P&G's Charmin brand has decided not to return.

Snarky comment from NYPost:
"These companies are essentially throwing their money away," said Laura Ries, a branding expert.
"One ad in a Super Bowl is unlikely to catch attention. You can't really educate them in 30 seconds."

Wanna relive the past? Check out past Super Bowl ads in the Claymore Project and Super Bowl Archive (requires SuperAdGrunt status).

about the author

caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.

Comments (13)

  • caffeinegoddess's picture

    Media Bulletin has more on one of the Diet Pepsi spots to break during the Super Bowl.

    Rapper P Diddy is set to star in the latest Diet Pepsi ad alongside former supermodel Cindy Crawford and 'Desperate Housewives' actress Eva Longoria.
    The 30-second spot, the first created by DDB New York since winning the account from BBDO last year, features the rapper on his way to an awards ceremony when his car breaks down.
    Diddy has to hitch a ride to the awards in a Pepsi truck and as he pulls up to the red carpet a host of celebrities, including Crawford and Longoria, marvel at his "cool" method of transport.

    Jan 27, 2005
  • caffeinegoddess's picture

    Another update: The NYTimes reports Cialis will return for it's second SB with a 60-second commercial to run during the third quarter by Grey Worldwide, NY.

    Jan 28, 2005
  • caffeinegoddess's picture

    At least they won't have to worry about being offensive- unless people get offended by cheese. ;)

    Jan 28, 2005
  • Dabitch's picture

    But people were very offended last year. Remember that crazy FDA required line that made people cover the ears of their kids and call in complaints? "Men who experience an erection for more than four hours should seek immediate medical attention."..... It'll make a comback. Cover your kids ears right now, and their eyes while you're at it. God forbid they hear or see anything! ;)

    Jan 28, 2005
  • Dabitch's picture

    Fox bans Super Bowl ad showing Mickey Rooney's behind

    The Fox network has refused to air an ad during its Super Bowl telecast that features a brief glimpse of actor Mickey Rooney's rear end.

    The commercial, for the over-the-counter cold remedy Airborne, shows a towel-clad Rooney sitting in a sauna surrounded by a group of people.
    Fox is refusing to air this commercial starring Mickey Rooney. (AP photo)

    When someone coughs, Rooney panics and rushes out of the sauna, dropping his towel and exposing his posterior for a second or two

    Jan 11, 2005
  • sport's picture

    Oh my! I wouldn't want to see Rooneys 84 year old bum!

    Jan 11, 2005
  • caffeinegoddess's picture

    Also, Tabasco returns to Super Bowl with a new ad this year. Their last SB ad was in 1998, titled "Mosquito", which they got a lot of milage out of. I saw it just the other day in fact. This new spot is titled "Tan Lines." "The only hint lies in the message on the altered diamond-shaped label on bottles of sunscreen the company sent out promoting the ad: "From sidelines to tan lines Tabasco has you covered like SPF 100 sunblock." The coconut-scented potion was shipped in the red-capped bottles that usually contain Tabasco sauce." The spot will air in the beginning of the 3rd quarter.

    Jan 16, 2005
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    With all the hype after last year's Super Bowl after the Janet Jackson's "Wardrobe Malfunction," I am hearing that this year's Super Bowl's Performers' wardrobe is going to be inspected to prevent another "Wardrobe Malfunction!"

    P.S.: If you're wondering why i put "Wardrobe Malfunction" in quotes, it's because after going through my tape of the Super Bowl (which is in storage) in slow motion, I noticed that Janet's clothing was made for that move to be done intentionally!

    Jan 16, 2005
  • James_Trickery's picture

    Is it possible for you to quote a little? AdAge is hating me lately, no matter what browser I try I can't login with my email and password like I used to. Very annoying.

    Jan 17, 2005
  • caffeinegoddess's picture


    The Adage list includes about 45 of the 58 supposed spots (there are some unknowns so I just gave them a one spot count even though that might not be true.

    -AmeriQuest Mortgage Co (DDB Direct, Los Angeles)- 2 :30s- First and Second Half
    -Anheuser Busch (DDB Worldwide, Chicago & NY; Goodby, Silverstein & Partners, SF; Hill Holliday, Boston, and maybe others)- Five minutes total (10 :30s?) throughout game for Bud and Bud Light. 1 spot- pokes fun at last years halftime show, 2 spot- Clydesdales return (might be HHCC's spot since they did the Clydesdales last year), 3 spot- "Don't drink and Drive" in 4th quarter.
    -Buena Vista (in-house) for "The Pacifier."
    -Career Builder (Cramer-Krasselt, Chicago) 2 :30s
    -Consentino USA (Freed Advertising, Sugarland, TX) :30 2nd quarter (with Dennis Rodman and Mike Ditka)
    -Emerald of California (Goodby,SF) :30
    -FedEx (BBDO, NY) :45 third break, second spot first quarter (with Burt Reynolds)
    -Frito-Lay (Spike DDB,NY) :30 second quarter (with MC Hammer)
    -Ford Motor Co- Lincoln Mercury (Y&R, Michigan) :30 first half for Lincoln Pickup Mark LT (Adstore, NY) :30 first quarter
    -General Motors-Cadillac (Chemistri, Troy, Mich) :60 second quater (plus 5 sec billboard during game and 3 :30s postgame)
    -Honda Motor Co- Honda Brand (RPA, Santa Monica) 2 :30s first and fourth quarter- launch the Ridgeline pickup truck
    -McDonald's (DDB, Chicago) :30- corporate branding
    -MGM studios (in-house) unknown
    -MBNA Corp. (WPP's The Helm, NY)- :30 First quarter for credit card related
    -Mcllhenny Company's Tabasco (DDB, Dallas) :30 first break in 3rd quarter "Tan Lines"
    -Novartis' Ciba Vision (Grey Global's Grey, NY)- :30 in first quarter-launch O2Optiz- is a director's cut of an ad currently running.
    -Olympus Imaging America (Martin Agency, Richmond, VA) 2 :30s- highlight m:robe 500, a digital music player
    -Paramount Pictures (in-house) 2 :30s for "War of the Worlds" & "The Longest Yard"
    -Pepsi-Cola Co (BBDO, NY: Pepsi branding; TBWA, Playa del Rey: Pepsi/iTunes; DDB, NY: Diet Pepsi) 2.5 minutes total of airtime (5 :30s?)
    -Sony Pictures (in-house) :30 for "The Hitch"
    -Subway (Goodby, SF) Unknown number- one of five new spots for a 2 month campaign not using Jared (yay!)
    -Unilever- Degree deoderant (Lowe, NY)- :30 first half- new campaign to reposition brand
    -Universal Pictures (in-house) :30
    -Warner Bros. (in-house) 2 :30 unknown for what but guessed to be for "Batman Begins", "Charlie & the Chocolate Factory", or "The Dukes of Hazzard"
    -Visa (BBDO, NY) :30 first half for Visa Check Card
    -Ford Motor Co's Volvo (Euro RSCG MVBMS, NY) unknown

    Jan 17, 2005
  • Mets82's picture

    I agree. I don't want to see anyone's rear end during the super bowl, much less, an 84 yr. old man.

    Dec 31, 2007

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