Heed the stampede of Clydesdales: The Super Bowl, and its ubiquitous ad season, is upon us. The analysts at Kantar Media recently pulled together a pile of data on what the last decade of championship football has looked like on America’s TVs. Some of it is fairly well-publicized — ad costs have, for the most part, steadily increased to culminate in this year’s $3.7 to $3.8 million price tag for 30 seconds of airtime. But there are some other figures that reveal who is buying up the most ad time, and how it compares to years past.