Anheuser-Busch lines up two brands for Super Bowl launch

Anheuser-Busch, the division of Anheuser-Busch InBev that is usually the biggest advertiser on the Super Bowl, is buying four-and-a-half minutes of commercial time from CBS, which would be broadcasting Super Bowl XLVII on 3 February.

The purchase price is not being disclosed by  the two but estimates are that each 30-second spot in the game would on an average sell for $3.7 million to $3.8 million, with some, according to CBS, costing over $4 million apiece.

Anheuser-Busch buys exclusive beer sponsorship for the event, which is the reason other beer brands are not seen during the game nationally. However, some brewers try to circumvent that by buying spots during station breaks on local stations.

Also Anheuser-Busch is spending additional money with CBS to run commercials during the live streaming of the game, which is planned to be offered on cbssports.com.

All the commercials aired during the broadcast of the game, including those from Anheuser-Busch, would be available on demand immediately after their appearance on TV, but there would be some online-only ads that would not run on television.

The four-and-a-half minutes that the brewer  is buying in the game is the same amount of time that it purchased last year, for Super Bowl XLVI.