USA: Anheuser-Busch reaches agreements with CBS, FOX on Super Bowl Exclusivity in 2007, 2008, 2010, 2011
Anheuser-Busch announce on April 3 it has secured alcohol category exclusivity during CBS broadcasts of Super Bowl XLI in 2007 and XLIV in 2010, and FOX broadcasts of Super Bowl XLII in 2008 and XLV in 2011, under new agreements signed recently. The Super Bowls in 2007 and 2008 will mark the 19th and 20th consecutive years the nation’s largest brewer has gained advertising exclusivity.
“CBS and FOX have been great partners of Anheuser-Busch for many years, and we’re proud to make this early commitment to some of America’s most-watched sporting events, including the Super Bowl – the crown jewel of televised events,” said Tony Ponturo, vice president of Global Media and Sports Marketing, Anheuser-Busch, Inc. “There is no venue more powerful for us than the Super Bowl. It is the perfect combination of sports and entertainment, and is viewed by more than 90 million people – the vast majority of whom are adult beer drinkers. It makes perfect sense for us to be a major part of the Super Bowl broadcast.”
The comprehensive multi-year agreement with CBS also includes advertising during NCAA men’s basketball tournaments, NCAA football, NFL game broadcasts, and PGA TOUR golf, plus a significant presence on CBS Sportsline.
Anheuser-Busch has also reached an extended agreement with FOX for alcohol category exclusivity during the NCAA college football Bowl Championship Series through 2010. Budweiser and Bud Light also will enjoy enhanced positioning during national Major League Baseball and NFL national regular season and play-off broadcasts on FOX, plus all FOX MLB World Series games and the MLB All-Star Game on July 11. Anheuser-Busch will also maintain its presence during NASCAR races on FOX.
The Super Bowl is annually the most watched event on TV. Anheuser-Busch has enjoyed category exclusivity on the game broadcast since 1989.
Anheuser-Busch commercials won the USA TODAY “Ad Meter” – the most widely recognized Super Bowl advertising consumer poll – for a record eighth consecutive year in 2006. Anheuser-Busch ads were viewed an additional 21 million times on the internet, and downloaded more than 300,000 times from Budweiser.com and BudLight.com to personal computers and portable media devices following the game.
Based in St. Louis, Anheuser Busch is the leading American brewer, holding nearly 50 percent share of U.S. beer sales. The company brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser Busch also owns a 50 percent share in Grupo Modelo, Mexico’s leading brewer, and a 27 percent share in Tsingtao, the No. 1 brewer in China. Anheuser-Busch ranked No. 1 among beverage companies in FORTUNE Magazine's Most Admired U.S. and Global Companies lists in 2006. Anheuser Busch is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and is America’s top recycler of aluminum cans.
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