PORTLAND, Ore. (TheStreet) -- The Super Bowl commercial lineup is set, but some companies may need those big game ads far more desperately than the current field of big spenders.
Super Bowl XLVII broadcaster CBS (CBS) has just about sold out its inventory of commercial time for $3.7 million to $3.8 million per 30-second spot. Perennial NFL sponsors such as Pepsi (PEP), General Motors (GM) and Anheuser-Busch InBev (BUD) are buying up huge blocks and mainstays such as GoDaddy and Coca-Cola (KO) keep coming back for more.
The space for newcomers is shrinking, however, as commercials get longer and prices rise. The amount of Super Bowl commercial time has decreased from 83 ads at 40 minutes, 35 seconds, in 2003 to 78 ads at 47 minutes, 25 seconds, last year after peaking at 104 spots at 47 minutes, 50 seconds, in 2010, according to Kantar Media. Last year's commercial space also featured 15 ads of 60 seconds or more, which took up about 20% of all ad time and raised stakes on companies looking for a bit of the spotlight. Still, first-timers willing to take that expensive plunge has soared from four companies and 14% of Super Bowl commercial buyers in 2011 to 10 that made up 30% of big game ad sales last year.
Super Bowl newcomers have had surprisingly deep pockets in recent years, with only 15% of Super Bowl ad buyers during the past dedicating more than 10% of their annual advertising budget to spots aired during the game. The 30% of advertisers that wagered a big chunk of their media budget on Super Bowl commercials in 2010 and 2011 took a huge leap, but made it count.Gildan Activewear (GIL), Oreo Cookies (MDLZ), Paramount Farms and Soda Stream International are among the new arrivals to this year's Super Bowl party, but they should have far more company. We took a look around the marketplace and found five companies that could use a Super Bowl-sized boost in business:
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