Anheuser again spent big on SuperBowl - Brief Article

Modern Brewery Age, Feb 2, 2004

Anheuser-Busch Cos. was again the big spender among Super Bowl advertisers. The company purchased five minutes of air time for CBS's telecast of Super Bowl 38.

Advertising Age, a trade publication, reported the average price of a 30-second Super Bowl spot costs a record $2.3 million. That means Anheuser-Busch spent an estimated $23 million for its ads.

Anheuser-Busch ran nine commercials: four 30-second spots and a 60-second commercial during the first half of the game, and four 30-second spots during the second half.

The commercials focused on Budweiser and Bud Light. One 60-second spot depicted a donkey who wants to be a Clydesdale horse. The spot is a variation of A-B's previous Super Bowl commercials in which the Clydesdales play football.

The Bud Light ads that ran were humorous, but one also emphasized quality. "With Bud Light, you have the humor," said Bob Lachky, A-B's vice president of brand management. "But it's nice to remind consumers what the product stands for."