By Darren Rovell
CNBC.com
A Super Bowl advertisement is the most expensive ad in television, and with the game between the New York Giants and New England Patriots expected to be the most-watched event of the year, the 2012 edition may provide more than the usual bang for the buck.
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| Slideshow: Biggest Super Bowl Ad Spenders |
After all, it's a unique opportunity for advertisers because Super Bowl ads have essentially become in-game content for fans watching at home.
This year's ads on NBC's broadcast cost $3.5 million on average for every 30 seconds. Which advertisers are willing to spend that kind of money year after year? More than a few. Here are the top 10 Super-Bowl advertisers, ranked by total ad dollars spent in the past 10 years (2002-2011), according to media valuation firm Kantar Media.
Biggest Super Bowl Ad Spenders Slideshow
5. Coca-Cola
Total ad spending (2002-11): $66.8 million Coke loves to use Santa and polar bears, and the company will use the white, furry critters again this year. The brand is most memberable for its Mean Joe Greene spot in 1980, which the company spoofed with Troy Polamalu for Coke Zero in 2009. From 2000-2011, Coca-Cola only had ads in five Super Bowls. During the past 10 years, Coke has used Stewie from "Family Guy" and "The Simpsons."
4. Walt Disney
Total ad spending (2002-11): $73.9 million You probably don't remember any ad except "I'm going to Disney," which takes place after the game. That's because Disney believes that advertising its movies during the Super Bowl, when a third of America is watching, is worth the money. In 2011, Disney's movie of choice to promote was "Pirates of the Caribbean."
3. General Motors
Total ad spending (2002-11): $82.8 million Times have somtimes been tough in the car business in the past four decades, but General Motors spends far more than its competitors on Super Bowl ads. Most recenty, GM didn’t buy ad time in 2009 or 2010, after saying the timing was wrong (it was in the midst of a federal bailout and a corporate bankruptcy). But it came back in 2011. Spending big doesn’t always work out, as GM was overshadowed by its competitors. Volkswagen had one of the best ads of the Super Bowl with the “Darth Vader" spot, and Chrysler used Eminem.
2. PepsiCo
Total ad spending (2002-11): $174 million PepsiCo has spent more than double what Coca-Cola has on Super Bowl ads in the last decade, but remember that the companu also has a huge snack business. Its brand of choice for Super Bowl ads in recent years has been Doritos. (The company has also done well by having viewers submit hilarious ads. I loved last year's spots with the guy licking his fingers and the pug going after the Doritos through the house screen. My favorite all time Pepsi spot? The ad where the Coke delivery guy was caught on a security camera trying to steal a Pepsi.
1. Anheuser-Busch InBev
Total ad spending (2002-11): $239.1 million The beer titan and its parent, inBev, have purchased more Super Bowl ads than any other company. In addition to Bud & Bud Light, the import brand Stella Artois made it on the air last year. AB virtually owns the Super Bowl; competitors haven't even tried to advertise. Bud Light has a massive lead as the best-selling beer in America, but Budweiser just slipped to No. 3 behind Coors Light. Anheuser-Busch’s best Super Bowl moments have included the Bud Bowls, the Frogs and Whazzup!
Click here for CNBC's complete slideshow of Biggest Super Bowl Ad Spenders.
-- Questions? Comments? Email SportsBiz@cnbc.com. Or check out more Sports Biz with Darren Rovell.
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