Business format franchisors — those of which consumers traditionally associate with franchising — accounted for twenty-five commercials (almost three times the previous year) from Burger King, Blockbuster Video, Pizza Hut, ESPN, Westin Hotels and regional entries (on the West Coast where the survey was conducted) from Jack-in-the Box, Outback Steak House, and TGI Fridays. This represented the best showing by business-format franchisers ever surpassing the segments 23 ads in 2002.

The AAFD survey counted 175 spots during the 4 hours of programming before and after the game presentation. 135 were placed by franchisors, and just 40 by non-franchisors. Between 2:30 and 8:30 p.m. Eastern time, consumers were treated almost 2.5 hours (approximately 295 thirty-second ads), 74% of which were placed by companies engaged in franchising (217 30-second spots, compared to a total of 78 non-franchise sponsored spots).

Manufacturers also placed 10 ads, down from 14 the previous year. For the first time, there we no traditional retailers counted among advertisers.During the game approximately 49 advertisers aired 120 spots, including three public service announcements. Pre-game and post-game ads were not considered in this count, but franchisors dominated these shows as well.

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