A-B InBev Hopes Big Super Bowl Spending Pays Off

Anheuser-Busch InBev's Super Bowl advertisements are expected to include ads featuring Budweiser Black Crown and Beck's Sapphire. | Photo courtesy of Creative Commons

Anheuser-Busch InBev has spent big in the past to tap into the large television audience that the Super Bowl draws, and the brewer is doing the same again for this year’s game.

Over the past 10 years, A-B InBev has spent more than $248 million on Super Bowl advertisements. That’s nearly $66 million more than Pepsi, which has spent the second most, according to a study by Kantar Media.

This year, with 30-second spots selling for an average price between $3.7 million and $3.8 million, Ad Age reports that A-B InBev has purchased four and a half minutes of commercial time. In that time, the company will introduce two new beers, Beck’s Sapphire and Budweiser Black Crown, according to A-B InBev representative Brian Phillips.

“Frankly, it’s all about getting the word out,” Phillips said in a phone interview Friday. “It starts with awareness, and what a great place to take the cloak off.”

Seven of the top 10 selling beers saw decreases in sales in 2012, according to a report from the St. Louis Post-Dispatch. Four of those seven beers are produced by A-B InBev. With the introduction of new products to Super Bowl viewers, the brewer hopes to turn that around.

“There is nothing like the Super Bowl that can reach so many people,” Phillips said. “Word of mouth is the most effective ad there is.”

In recent years, that increase in chatter has been accompanied by an uptick in A-B InBev’s stock. The company’s stock has seen an average increase of 6 percent in the last three Februarys, according to MSN.


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