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The Super Bowl Ad Playbook

Super Bowl advertisements certainly aren’t cheap.

This year, firms are paying as much as $4 million for 30-second ads aimed at grabbing attention off the field. This is up from $2.9 million in 2010.

Why are companies willing to pay so much? Because it’s worth it, according to Ken Wheaton, Managing Editor at Advertising Age:

“If you have a specific message, or if you are traditionally a Super Bowl advertiser, I think it does make sense. You can send a message to the average consumer, buy my product, we are American made. Or you are sending a message to your stockholders. We’re healthy financially to make a marketing play this big.”

Indeed, Super Bowl advertisers usually include some very financially sound companies–  and many are publicly traded and pay a dividend.

This year’s Budweiser ad brings in an adorable puppy as a new love interest for the Clydesdale horse in what has become a tradition for the brewer.

Anheuser-Busch InBev (BUD), which has a 1.7% dividend yield, was formed after Belgian-Brazilian brewer, InBev, acquired Anheuser-Busch in 2008.

“Brooklyn Nine-Nine” star Terry Crews, who happens to be a former NFL player himself, teams up with the Muppets for Toyota Motor (TM), which yields 2.22%.

Both of these companies are foreign domiciled but have U.S.-listed shares, known as American Depository Receipts (ADRs).

An ad for Cheerios, which is produced by General Mills (GIS), will air during the first unscheduled time-out of the game. General Mills has a healthy 3.17% dividend yield. The company and its predecessor firms have paid dividends, uninterrupted and without reduction, for 115 years.

That’s a long time! But professional football has been around for longer…

In 1897, the Latrobe Athletic Association football team became the first entirely professional football team to play an entire season.

Enjoy the big game on Sunday!