Advertising Industry
Industry: Email Alert RSS FeedBud Light steals A-B's ad thunder at Super Bowl; Top seller gets seven of nine spots-an estimated $18mil of brewer's buy.(Super Bowl XLII)(Anheuser-Busch Companies Inc.)
Advertising Age, January, 2008 by Mullman, Jeremy
Byline: JEREMY MULLMAN
Anheuser-busch plans to devote at least seven of its nine Super Bowl spots to Bud Light-believed to be the most ads ever placed behind a single brand in the big game.
In the past, the king of beers typically has used multiple spots in the telecast to push Budweiser and has frequently worked smaller brands such as Budweiser Select and Michelob into the game as well. But this year, despite a brand portfolio that has added dozens of import, craft and specialty brands, the brewer is allocating an estimated $18 million of its Bowl buy to its top seller.
Executives familiar with the situation said A-B is likely to include one 60-second Budweiser spot featuring the brand's traditional Clydesdale mascots and is also weighing a...
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