Between January and March last year, 780 advertisers spent $1.8 million sponsoring 153 Super Bowl-related keywords on Google AdWords. (Super Bowl-related keywords are terms with the words “super bowl” or “superbowl” appearing in them.)
So what kinds of advertisers run Paid Search campaigns for the Super Bowl? A healthy mix, judging by the Top 10 in 2013 based on U.S. AdWords impressions:
Ticket brokers are well-represented on the list, including Ticket Master, Quint Events, GoTickets.com and TicketLiquidator.com.
Major brands looking to maximize their Super Bowl TV ad exposure also made the Top 10, including Pepsi, Coca-Cola and Hyundai. (Interestingly, in our recent report, The Top Consumer Packaged Goods Advertisers in Paid Search, AdGooroo found that Pepsi concentrated almost its entire Paid Search effort last year on a campaign bolstering its TV sponsorship of the 2013 Super Bowl.)
However, the clear leader was actually a content provider—Sports Illustrated—whose si.com garnered 6.7 million Paid Search impressions during the period.
Lastly, rounding out the Top 10 was a local advertiser, New Orleans’ very own Audubon Nature Institute, which was no doubt hoping to entice Super Bowl tourists to visit its zoo while in town for the game.