4. Yum! Brands
> Total ad spending (2002 – 2011): $67.8 million
> Super Bowls advertised in over past 10 years: 9
> Average ads per Super Bowl: 3
> Change in share price (2002 – current): +366.0%
> Change in market share: 37% (2000) – 28% (2011) (KFC)
Yum! Brands (NYSE: YUM) is one of the largest fast food companies in the world, operating restaurants including KFC, Taco Bell and Pizza Hut. When the company spends on Super Bowl advertising, it usually avoids its most popular brand, KFC. Only five of the company’s 27 Super Bowl commercials in the past decade have advertised The Colonel’s restaurant. Instead, Yum! focuses on its smaller brands, Pizza Hut and Taco Bell, which had 12 and 10 ads over that time, respectively. Although much of it is owed to international expansion, Yum! Brands’ share price has increased 366% since 2002. KFC, Taco Bell and Pizza Hut sales combined are still leagues behind McDonald’s.
3. General Motors
> Total ad spending (2002-2011): $135.2 million
> Super Bowls advertised in over last ten years: 8
> Average ads per Super Bowl: 5.5
> Change in share price (2002-current): filed chapter 11 in 2009
> Change in market share: ~29% (2002) – 19.6% (2011)
Four separate automakers were among the top 10 spenders on Super Bowl ads. None, however, spent anything close to what General Motors (NYSE: GM) has over the past ten years. GM bought more than $135 million-worth in advertising space during the big game. And although GM did not advertise in 2009 or 2010, while it was going through bankruptcy and reemergence, it still spent more than Ford, Toyota and Hyundai combined. In 2005, the company ran 13 separate commercials — tied with Pepsi and Anheuser-Busch for the most in a single year. Last year, the carmaker ran five commercials, all of which were Chevy ads, including one produced in collaboration with DreamWorks for the then-upcoming Transformers sequel.
> Total ad spending (2002 – 2011): $209.7 million
> Super Bowls advertised in over past 10 years: 10
> Average ads per Super Bowl: 7.2
> Change in share price (2002 – current): +32.4%
> Change in market share: 31.4% (2002) – 29.3% (2010)
Although it is the second-largest soft drink company, PepsiCo (NYSE: PEP) is the number one soft drink company when it comes to Super Bowl advertising. Over the past decade, the company has spent over $200 million on advertising its products during the big game, airing an average of 7.2 ads per year. Of course, the company advertises much more than just Pepsi Cola. PepsiCo has run Super Bowl commercials advertising Gatorade, Sierra Mist, SoBe, Tostitos, Doritos and more. In 2010, PepsiCo spent over $358 million on television advertising compared to Coca-Cola’s $277 million. PepsiCo also aired 72 Super Bowl ads over the past 10 years compared to Coke’s 14. Despite all this, Coca-Cola remains the industry king of carbonated beverages, and Pepsi’s gallons sold dropped 32% between 2001 and 2010.
> Total ad spending (2002-2011): $246.2 million
> Super Bowls advertised in over last ten years: 10
> Average ads per Super Bowl: 8.7
> Change in share price (2002-current): was purchased by InBev in 2008
> Change in market share: 52% (2002) – 48.3% (2011)
Since 2002, Anheuser Busch (NYSE: BUD), the maker of Budweiser beer, bought close to a quarter of a billion in advertising. This is one-tenth of all the money spent on Super Bowl commercials by all companies during that period. The American beverage company was purchased in 2008 by Belgian InBev, forming one massive beverages company. That same year, the company purchased 13 separate Super Bowl ads, worth nearly $40 million in total — the second-most spent by any company on ads in one year. Budweiser has featured some of the most iconic animals ever shown during the big game, including football-playing Clydesdales, jealous lizards, and more recently, partying dogs. Bud Light and Budweiser used to be the first and second most popular beers in the U.S. Despite the massive ad campaigns, the company lost the number two spot to Coors Light in 2011.
Charles B. Stockdale, Michael B. Sauter and Ashley C. Allen