Market Overview

What Companies Stand To Benefit From The Super Bowl?

What Companies Stand To Benefit From The Super Bowl?

Some 110 million Americans are expected to tune into Super Bowl XLVIII Sunday, allowing Fox to command $4 million for each 30 seconds of ad time. Here are some of the key companies hoping to benefit from their investment in the big game.

Here are companies to watch as they earn pre-game awards.

  • Longest Total Ad Run Time

    Anheuser-Busch InBev (NYSE: BUD)

    Run time: three 30-second ads and two 60-second ads

    Game plan: While most companies already consider purchasing a 30-second ad a splurge, this icon set a new bar by running five ads (three for Bud Light and two for Budweiser) for a grand total of three and a half minutes.

    Bud Light will take the spotlight with celebrities-infused ads, a new tagline and a new aluminum bottle. Not to be outdone by stable-mate Budweiser, which will honor Afghanistan soldiers and bring back a crowd favorite: the Clydesdale.

    Their investment pays off time and time again. Each of the last three Februarys, BUD shares have soared an average of six percent.

    Estimated cost: $28 million


  • Most Innovative Sales Pitch


    Run time: one 30-second ad

    Game plan: Never underestimate the power of David Beckham. He helped raise sales for this Swedish multi-national retailer to £777.6m from £718.5m in the past year alone through his Body-Wear Line. However, believe it or not, David Beckham isn't the most interesting part about this company's approach.

    If you're a proud owner of a Samsung smart TV, you can buy their products directly from the ad, using the Delivery Agent software.

    Estimated cost: $4 million


  • Newcomer


    Run time: 30-second ad

    Game plan: A bunch of firsts for this company. Not only will this be its debut Super Bowl appearance, but this will also be the launch of a new marketing campaign. Their ad will feature "Mother Nature" -- portrayed by a bear that is dismayed by the lack of healthy food options in the market.

    While Chobani already has 12.5 percent of the yogurt market, it is only known by 37 percent of the country. This ad could be its big break. Stay tuned to see if this company will give Dannon's Oikos brand a run for its money.

    Estimated cost: $4 million


  • Old-timer

    H. J. Heinz Co.

    Run time: one 30-second ad

    Game plan: This company finally returned to the Super Bowl advertising circle after a 16-year absence. For a company that continues to dominate the markets of more than 50 countries, this is just the icing on the cake. The ad's aim is to take the audience on a trip down their own Heinz memory lanes – savoring the good tastes and the good times.

    Estimated cost: $4 million


  • Small Player, Big Stage


    Run time: one 30-second ad

    Game plan: This first timer's creative approach has been kept well under wraps. However, this website-building platform did release a teaser ad to keep us guessing.

    With 1.8 million websites and $38-million financing from Accel Partners and Index Ventures over the last six month under the company's belt, it might be worth watching.

    Estimated cost: $4 million

  • Winner Without Even Playing

    Domino's Pizza (NYSE: DPZ)

    Run time: none

    Game plan: Sit back and relax. On this game day, Domino's anticipates to deliver more than 11 million pizza slices and three million chicken wings nationwide. That's an 80 percent overall increase from a typical Sunday even without spending a dime on ads. Digital orders are likely to see a boost of about 30 percent, as well.

    Estimated cost: The cost after coupons!


  • Super Bowl Veterans (1/2)

    A tie after seven consecutive years of ads.

    Audi of America (Volkswagen) (OTC: VLKAY)

    Run time: one 60-second ad

    Game plan: The new Audi A3 will be the focal point. This company is also setting aside $30 billion over the next five years for even more new model production, pushing it from producing 49 models to 60.

    It's state-of-the-art visual computing upgrades, such as the automotive-grade tablet that powers the new infotainment system and its digital cockpit, will surely cause a dash for these new models.

    Estimated cost: $8 million


  • Super Bowl Veterans (2/2)

    Hyundai Motor America (OTC: HYMLF)

    Run time: To be determined

    Game plan: Perhaps, last year's “Team” and “Stuck” will make another appearance, or some highly anticipated new models will finally be revealed. This company would be an automaker to watch, as it plans to grow its market share of automobile sales in Europe to five percent by 2020.

    Estimated cost: $4 million


  • Favorite Rivalry (1/2)

    Coca-Cola (NYSE: KO)

    Run-time: To be determined

    Game plan: After Coca-Cola showed some glimpses of its ads, you can expect a celebration for the ages. In fact, Jonathan Mildenhall, VP for global advertising strategy and content excellence, told MarketingWeek that this year's ads “would be all about celebrating 'American society' and Coca-Cola's role within it."

    Meanwhile, Coca-Cola enjoys its own celebration: on average, Coca-Cola generates $3.4 million in profit over 3.5 hours, or the estimated length of the Super Bowl. Its likely demand (and profit) will go through the roof when it's actually game day, given that in previous years the company's sites have crashed due to excess traffic.

    Estimated cost: $4 million


  • Favorite Rivalry (2/2)

    Pepsi Co. (NYSE: PEP)

    Run-time: two 30-second ads

    Game plan: Different Pepsi varieties will team up to showcase Pepsi's role as an NFL sponsor this year. In contrast to Coca-Cola, Pepsi only makes an average of $2.5 million in 3.5 hours, but its dual involvement could very well drive the gameday number much higher.

    Estimated cost: $8 million


  • Biggest Reveal

    Chevrolet (NYSE: GM )

    Run time: two 60-second ads

    Game plan: As Chevy plans to reveal 12 new cars before the year’s end, this could give the company much needed publicity. Since this year’s ad will focus on high volume cars and trucks, its possible some new models will make their debut.

    There’s also some promising data from 2012. After a Super Bowl ad, Camaro and Sonic February sales were up 21 percent and 38 percent respectively from January. With a strategy to double its market share in Russian to six percent and a new partnership with (NASDAQ: PCLN ), Chevy has positioned itself as a company to watch not only on game day but throughout 2014 as well.

    Estimated cost: $16 million

  • Related links


Related Articles (DPZ + BUD)

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Posted-In: Accel Partners Anheuser-Busch InBev Audi of America Business Insider ChobaniNews Retail Sales Events Best of Benzinga

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