In that time frame, the cost of a 30-second spot increased from $2.2 million to almost $3.0 million. Additionally, the amount of advertising shown during the game increased from 40 minutes, 15 seconds to 47 minutes, 50 seconds.
Kantar identified a trend of smaller companies using Super Bowl advertising and spending more than 10% of their annual media budgets on ads during the game. In 2001, 3% of Super Bowl advertisers spent more than 10% of their budgets on Super Bowl ads. In 2010, that figure reached 33%.