"If we don't have a feature around the Clydesdales, we hear about it," said Paul Chibe, vice president of U.S. marketing for Anheuser-Busch.
Advertisers continue to be torn over whether the big game is worth the cost. This year, major advertisers including General Motors and American Honda Motor Co. put themselves on the sidelines. There won't be a shortage of cars, however, with nine automakers represented, including Audi, Chrysler, Fiat, Kia, Toyota and VW.
During the last decade, advertisers spent $1.85 billion on commercial time in the Super Bowl, Kantar Media found, and Anheuser-Busch has been the most prolific spender, buying nearly $250 million in Super Bowl time from 2003 to 2012. Pepsico ranked second with $183 million over the 10 years.
"We do see a very good return on our investment," Anheuser-Busch's Chibe said. "The Super Bowl has become almost a national holiday and it's a key beer occasion for America."
Two weeks before kickoff, commercial advertising time was sold out, CBS representatives said.
Nevertheless, said John Bogusz, executive vice president of CBS Sports sales and marketing, "If some advertiser comes to us with an extremely attractive offer, we would find a way to get them in."