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It's Miller Time


With FedEx and GM sidelined, Miller has Super Bowl ad field to itself.

Super Bowl XLIV is expected to reach more than 90 million people nationwide, making it the single most important TV event for advertisers.

And yes, it's also the most costly.

Last year, 30-second spots during the big game reached a record $3 million a pop. This year, CBS will be charging between $2.5 and $2.8 million. Even with the drop in price, a lot of long time advertisers, including Pepsi (PEP), FedEx (FDX), and General Motors are skipping the game as a result of the sour economy.

But one company that's still going to drop over $10 million on commercials is MillerCoors (SAB). But with a nod to how tough the economy is, Miller will be using its spots to highlight four small businesses across the country. The campaign is part of Miller's continued effort to be seen a blue-collar brand.

Miller went for a similar theme last year when it ran very short (and very cheap) one second ads. The argument, at least according to Miller spokesman Windell Middlebrooks, was that one second was all the time a company really needed to get its message across.

So, could other companies benefit from the now famous one second ad?

Join Josh Lipton for a closer look.

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No positions in stocks mentioned.
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