Controversial anti-abortion advert to air to millions during Superbowl XLIV

A 30-second spot for adverts during the coverage of this year’s Superbowl is estimated at around $2.5m - $2.8m. Usually, only elite companies such as Coca-cola, McDonalds or Budweiser would be able to afford such a spot. However this year, Focus on the Family will run a 30-second clip focusing on anti-abortion. 


With the aid of private, charitable donators supporting the anti-abortion evangelical Christian group, former champion quarterback for the University of Florida football team Tim Tebow will front the advert shown during the event. Known for his outspoken beliefs, Tebow always went into his matches with bible quotations painted below his eyes, and is seen as the ideal celebrity to front the campaign.


The advert will feature Tim and his mother Pam and, according to the group, will re-tell an inspiring story of Pam’s life. Media analysts have predicted this will be her unplanned 1987 pregnancy where, ignoring medical advice to have an abortion, went ahead with the procedure, eventually giving birth to Tim.


An estimated 100m Americans are due to tune into the Superbowl later today, with almost as many viewers watching the adverts as they would the match. Often this advertisement space is dominated by soft drink and alcohol companies, car manufacturers and internet companies airing comical yet corny adverts to attract their audiences. It is uncommon for such an unconventional and advocate advert such as this to run – mainly due to lack of funds by such companies.  Focus on the Family spokesman Gary Schneeberger says, “We’re not trying to sell the American people a car or a soft drink, we’re celebrating families”. 

The Superbowl last year, where the Pittburgh Steelers overcame the Arizona Cardinals, generated $213m in advertising revenue, with the same figures being projected for this year’s match-up.