Bud Bowl Extended Through 2012
On Monday the Wall Street Journal reported Anheuser-Busch will
continue to be the only alcohol advertiser during the Super Bowl
through 2012. Last week Anheuser-Busch inked a deal with NBC to
ensure their run on one of America’s most watched sporting events.
This deal solidifies Anheuser-Busch’s advertising run during the game,
having already signed contracts with CBS and Fox for the years they air
the NFL’s championship game. Over the year Anheuser-Busch has had a
strong presence during these games, oftentimes unveiling some of their
most popular commercial campaigns during the Super Bowl.
The move is consistent with Anheuser-Busch’s advertising
strategies, which include running spots during the most watched
sporting events in America. The deal with NBC also included
exclusivity for alcohol brands during the Ryder Cup and President’s Cup
between 2007 and 2011, and similarly during the broadcast of the
Kentucky Derby and The Preakness until 2010. Although not a shock,
the move does cement Anheuser-Busch into five of the most-watched
broadcasts through the end of the decade. In simple terms, that’s
pretty darn significant.
Opponents argue, however, that the move suggests that Anheuser-Busch needs
to be a part of these events to stay relevant. While other companies
are seeking new media and more clever advertising to increase brand
awareness, Anheuser-Busch may rely too heavily on the popularity of
big events like the Super Bowl.
Like my old man used to always tell me, when you are on top there is
only one way to go - down. Other companies will use their “underdog”
status to their advantage as they scratch and claw to reach the number
one position. The one advantage that Anheuser-Busch will always have
to stave off competitors is the fact that they have a delicious beer.
Anheuser-Busch is one of the most well-known beer brands on the planet;
more likely than not, that won’t change. As long as men and women
bust their butts at work each day and bars continue to have happy-hours
to cheer them up, Anheuser-Busch will always be relevant, Super Bowl or
no Super Bowl.