February 2nd, 2009

Super Bowl advertisers spend big despite recession

by sage island

It pays to market in a down economy, and Super Bowl advertisers proved this year that there’s no better time to plug your brand than a recession. According to USAToday, 28 advertisers spent a record $206 million on Super Bowl spots that cost a whopping $100,000 a second this year ($3 million for a 30-second spot). For their money, they reached nearly 100 million views during yesterday’s game.

Advertisers were mindful of the audience’s money woes, though. In addition to the typical light-hearted comedy ads, many of this year’s commercials featured an uplifting message.

If you missed any (or all) of this year’s Super Bowl ads, there’s a complete list of Super Bowl 2009 commercials posted at AdAge. If you’re just interested in the best of the best (and worst of the worst), Time magazine compiled a list of highlights and lowlights for this Super Bowl advertising season.

My favorite ad this year? Pepsi’s “Refresh Anthem” with an uplifting montage of cultural images spanning several generations:

It's more than a message in a bottle.

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