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, GoDaddy.com, Gameznflix.com (a video-game rental site), CareerBuilder.com (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 [people's] 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).