Hasta La Creative!

The Sports Illustrated Swimsuit Issue includes 107 print ad pages this year, an 8% increase over the issue last year and the most since 2007, showing again that advertisers will pile into high-profile programming even if they aren’t expanding their spending at other times.

Brands including Target, Mattel and Subway have created 15 custom campaigns for the issue, the 50th annual installation of the Swimsuit franchise, publisher Time Inc. said Tuesday as the issue was slated to reach newsstands.

Because of a higher ratio of editorial to ads than in some years, the issue’s 260 overall pages make it the thickest since 1989, said Sports Illustrated Publisher Brendan Ripp.

Continue reading at AdAge.com