Beckett price guide has started cataloging and pricing these advertising panels, listed at the end of the particular sets, and not generally considered part of the complete set. I will note however that Beckett is not yet comprehensive in cataloging these. For example, I have a 1973 Topps football 3 card blank back panel that is not currently listed in Beckett. I've also seen a few others from different years and sports that were also not listed.
The pricing in Beckett seems fairly accurate from what I've seen antecdotally. I saw what Beckett has listed as 1957 Topps football #AD1 go for about $650 or so in an auction a few months ago. Beckett's range is $400-$700 for it.
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