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Super Bowl ad spending totaled $1.62 billion in last decade

Published on .

New York—Spending on Super Bowl ads totaled $1.62 billion between 2001 and 2010, according to data released Tuesday by research firm Kantar Media. The biggest spender in this period was Anheuser-Busch InBev, which spent $235 million on Super Bowl advertising during that period.

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%.

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