• Budweiser retains headline spot
  • CBS charging $3m per 30-second slot
  • Advert market rebounding - CBS chief

Anheuser-Busch InBev has retained its position as lead advertiser for television coverage of the Superbowl in the US.

The Budweiser and Stella Artois brewer is the headline advertiser for the 2010 Superbowl, according to Leslie Moonves, president and CEO of the CBS media network.

CBS will air the Superbowl live on 7 February.

Advert slots for the event are 90% sold out, allowing CBS to charge close to US$3m for a 30-second slot, Moonves told the UBS annual global media conference in New York this week.  

He said that there has been a general upturn in the advertising market towards the end of 2009. "In every way, shape or form that we can look at advertising, it's better," he said.

"Our scatter market in the fourth quarter is plus 25%. We haven't seen numbers like that in years."

Lower advertising rates across all media in the economic downturn have boosted operating profits at several drinks companies.

However, Moonves' comments will be taken as a sign that prices are rebounding as demand for slots grows in anticipation of an economic recovery in the US.