Anheuser-Busch roadblocks SNL


NBC Universal and Anheuser-Busch announced Bud Light Golden Wheat will be the exclusive sponsor of “Saturday Night Live” on 10/17, purchasing all network time within the broadcast. The sponsorship will have several unique components featuring “Backstage with Bud Light Golden Wheat,” a series of never-before-aired clips from SNL throughout the years. This is the first time in the history of SNL’s 35 seasons that a single advertiser has purchased all of the show’s national ad time.

As part of the promotion, SNL will feature highlights from SNL viewing parties that will be hosted by Bud Light Golden Wheat across the country that night.

The sponsorship is part of Anheuser-Busch’s overall campaign to launch its new brand, Bud Light Golden Wheat, which hit store shelves nationwide 10/5.

RBR-TVBR observation: We wonder if this will be the only roadblock offering this season from SNL. Obviously part of an upfront deal from May or June, we’re sure A-B will be closely monitoring purchases the week – and subsequently – after the airing. It would be great if they allowed that data to be used in future NBC roadblock pitches, but no guarantees. Bottom line, the new beer will definitely not have to worry about being lost in the clutter this weekend!