By Barry Janoff
January 15, 2016: Almost as certain as death and taxes is the fact that Anheuser-Busch would be the exclusive national broadcast beer category advertiser during Super Bowl 50.
The brewer has unveiled plans for its return to the NFL's Big Game, where on CBS it will claim exclusive category rights for the 28th consecutive year.
Anheuser-Busch said it has purchased three minutes of ad time on CBS on Feb. 7, including the "A1" spot, which airs immediately following the opening kickoff.
An estimated 100 million-plus viewers will see commercials for Budweiser, Bud Light, Michelob Ultra and rookie Super Bowl advertiser Shock Top, according to the company.
Thirty-second spots during Super Bowl 50 have sold for upward of $5 million, according to industry analysts, although brands such as Anheuser-Busch, with multiple ads and a long alliance with both the NFL and the Super Bowl broadcast, are given lower rates.
"People have come to expect groundbreaking creative from our brands during the Super Bowl, and this year is no exception," Jorn Socquet, vp-U.S. marketing for Anheuser-Busch, said in a statement.
Anheuser-Busch has purchased Super Bowl air time for Budweiser since 1975 and has run Bud Light ads "for more than 30 years," according to the beer maker.
Anheuser-Busch and the NFL this past season extended their alliance making Bud Light the official beer sponsor for the league via a six-year deal that industry analysts valued at $1.4 billion. Set to expire following Super Bowl LI in 2017, it now runs through Super Bowl LVI in 2022.
Bud Light also has a sponsorship deal with 28 of the NFL's 32 teams.
Michelob Ultra returns with its first Super Bowl spot since 2010 (Super Bowl XLIV).
To help the NFL celebrate the golden anniversary of the Super Bowl, Anheuser-Busch this season released a limited-edition Bud Light Super Bowl 50 bottle with supporting TV, "Super Bowl Throwback"; and 40 cans that honored past Super Bowl winners. It was supported by multimedia marketing that included such TV spots as "Trophy Case" and "Ring," Internet and social media, complete with a #MyTeamCan Twitter element.
Anheuser-Busch said that its Super Bowl ad history includes 14 Ad Meter wins "since the award began in 1989 — the most of any advertiser."
Although details of the TV spots were not disclosed, Anheuser-Busch said that "several commercials and campaigns will be pre-released prior to the CBS broadcast on Feb. 7" and that "fans should check each brand's social media channels leading up to the game for details."
According to Socquet, "A powerful Super Bowl ad can set the tone for a brand's performance throughout the following year and beyond, and we've made significant investments to ensure that this year's spots will connect with fans in new and unexpected ways."
Levi's Enhances Role In Super Bowl 50 Experience
Puppy Bowl Is Fixed For Super Bowl 50 Programming
LG Seeks '1984' Disruption Redux In Super Bowl 50
Brands Play Super Events During Super Bowl Festivities
Butterfinger Prepares To (Sky) Dive Into Super Bowl 50
Snickers Back On Road To Super Bowl 50
Last Crash For Doritos, Super Bowl
Coldplay To Play Pepsi Halftime Show At Super Bowl