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Correlation Between Super Bowl Advertisers and Job Growth?

Wanted Analytics brings us this very interesting data regarding the correlation between the major advertisers for Super Bowl Sunday and hiring:


One of the most anticipated parts of the Super Bowl (besides the half time show, of course) is the commercials. There’s already been a lot of buzz about commercials during the game with sneak previews of ads being leaked online and anticipation from companies debuting on the line-up. With 30-second slots sold for a projected $3 million, did these companies hire advertising talent to produce these commercials? The 25 companies advertising during the Super Bowl that we looked at were:


2nd Story Software Anheuser Busch Audi
Best Buy Bridgestone Tires CareerBuilder
Cash 4 Gold Century 21 (Real Estate) Cheverolet
Coca-Cola Dannon Yogurt Doritos (PepsiCo)
E*Trade General Motors
Groupon H&M Honda
Hyundai Just for Feet Kia
PepsiCo Beverages Skechers Toyota


During the 2011 year, these 25 companies we looked at placed a total of 2,210 ads for marketing and advertising jobs. This is a 52% increase from hiring during all of 2010. Hiring was looking strong in the beginning of 2011, but after reaching a 4-year high in May, demand began to fall. Over just the last 90 days, these 25 companies posted about 330 ads, 5% fewer ads than the same 90-day period last year.


Hiring Demand for Advertising and Marketing Jobs by Super Bowl Advertisers

Hiring demand by Super Bowl advertisers 

Source: WANTED Analytics


The 5 Super Bowl advertisers with the most job ads in the past 90 days are listed below. Despite over all hiring declining, 4 of the 5 companies saw year-over-year increase in advertising and marketing hiring in the past 90 days. Only 1 – E*Trade – saw a decline compared to the same 90-day period last year.


Company Number of Job Ads in
past 90 days
% Change vs. 2010
Coca-Cola 128 +1.59
PepsiCo 63 +3.28
Best Buy 25 +525%
E*Trade 18 -18.18%
Anheuser-Busch 14 +55.56%


The 10 metropolitan areas that saw the most job ads for advertising jobs by these 25 companies over the past 90 days are listed below. New York City typically sees high volumes of advertising related job ads, so it isn’t surprising that it appeared at the top of the list with 51 ads and a 10% year-over-year growth. Other cities seeing increases included Minneapolis, Washington (DC), Portland, and Spokane. Recruiters in Chicago, Atlanta, and Los Angeles, however, placed fewer jobs this year than last year. Hiring by these companies in San Francisco and Phoenix over the past 90 days saw no change when compared to last year.


Metro Areas with Most Hiring Demand by Super Bowl Advertisers – Past 90 Days

Cities with highest demand for advertising talentSource: WANTED Analytics

This entry was posted in College Students & New Grads, Employers, Engineering, Hiring Trends & Data, Job Searching, Mountain Region: Mark Doyle, National: Ben Kertner, Niche: Ben Kertner, North Central Region: Lee Reynolds, North Eastern Region: Barry Markson, South Central Region: Clint Bannerman, South Eastern Region: Brian Dillon, Western Region: Garrett Stenson. Bookmark the permalink.