Super Bowl ad time sells out
— -- A word of advice to marketers that still want to buy a spot on the Super Bowl: Think 2013.
The 2012 game is sold out, says Seth Winter, senior vice president of sales and marketing at NBC's sports group. All of the 30-second slots, which sold for a record $3.5 million, were gone by Thanksgiving, he says.
"We have shattered any recent revenue stories in regards to the Super Bowl," he says.
Winter says there will be fewer 30-second spots and more "long-form" ads of 60 seconds or more.
Other ad themes taking shape:
•Cars rule. Among the most notable: Volkswagen, whose wildly popular 2011 Super Bowl spot featured the kid in the Darth Vader costume who thinks his "Force" starts a VW. This time, VW will air one ad that's twice as long: a 60-second slot in the third quarter that promotes the 2012 Beetle, says Tim Mahoney, chief marketing officer at Volkswagen of America.
GM is back with five slots, including four for Chevy and one for Cadillac, says Joel Ewanick, GM's global marketing chief. GM has even talked with other Super Bowl advertisers about its cars showing up in their ads, but no decision has been made on that, he says.
Toyota, Hyundai and Kia are returning.
•First-timers emerge. Yogurt giant Dannon will be the first yogurt maker to advertise in the Super Bowl, says Sergio Fuster, senior vice president of marketing. Century 21 also is a first-timer. Since the Big Game takes place shortly before the spring selling season, says Chief Marking Officer Bev Thorne, "What better time and what better place to signal our confidence in the market?"
•Celebs are back. Bridgestone expects to feature familiar sports stars in at least one of its two Super Bowl spots, including former football greats Troy Aikman and Deion Sanders, says spokeswoman Darla Elkins.
•Sex still sells. Besides race car driver Danica Patrick and fitness guru Jillian Michaels, GoDaddy.com will feature the racy, pop-music group Pussycat Dolls in one of its two spots.
•Do-it-yourselfers return. Doritos has received a record 6,100 submissions for its annual Crash the Super Bowl contest, says spokesman Chris Kuechenmeister.
You can vote: This year for the first time, USA TODAY and Facebook are partnering on the USA TODAY Facebook Super Bowl AdMeter. You'll be able to view, rate and share Super Bowl ads during the game and after on a new app at USATODAY.com and Facebook. The winner will be declared Feb. 8.
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