Stuart Elliott recently reported in the New York Times that the automotive industry could be buying the most commercial time of any advertiser category during this Sunday's Super Bowl, vying with beverages and movies for the top spot. There may be as many as nine car brands, from economy makes like Chevrolet, Hyundai and Kia to luxury market vehicles like BMW and Mercedes-Benz, peddling their wares during what is typically the most-watched television program of the year.
For the Chevrolet parent, General Motors, the ad buy signals a return to the Super Bowl after being away for two years. It will also be the first Super Bowl ad in a decade for BMW, which will run two commercials in the game, and the first-ever for Mercedes-Benz.
In November, the Ford Motor Company announced it would not advertise during the Super Bowl and would use that money to increase their spend in online marketing. "Customers are spending as much time with the mobile smart phone or online as they are watching TV now, so our advertising dollars have to flow to where the people are", stated Ford's marketing chief Jim Farley after announcing Ford's decision. Since that time Ford has purchased pre-game advertising time and they will be the final OEM seen in the last 30 minutes before kick-off.
The automakers are also surrounding their Super Bowl buys with extensive pre- and post-game promotions, many of them in social media like Facebook, Twitter and YouTube. For instance, Mercedes-Benz will give away two cars in what is being called the "Tweet Race to the Big Game." Kia plans a contest, giving away five cars, and will team with SocialVibe to sponsor a "Big Game Tournament" for players of Zynga social games like FarmVille.
There were five carmakers in the Super Bowl in 2009 and six in the game last year. The industry's interest in putting the pedal to the metal reflects the increasing sales of cars and trucks as the United States slowly recovers from the financial crisis.
Let's talk on Monday – which one of the nine automakers got the biggest bang for the roughly $3 million cost of each 30-second commercial?
Posted by Alice Miles, Regional Director, Government Relations, Polk (02.04.2011)
For the Chevrolet parent, General Motors, the ad buy signals a return to the Super Bowl after being away for two years. It will also be the first Super Bowl ad in a decade for BMW, which will run two commercials in the game, and the first-ever for Mercedes-Benz.
In November, the Ford Motor Company announced it would not advertise during the Super Bowl and would use that money to increase their spend in online marketing. "Customers are spending as much time with the mobile smart phone or online as they are watching TV now, so our advertising dollars have to flow to where the people are", stated Ford's marketing chief Jim Farley after announcing Ford's decision. Since that time Ford has purchased pre-game advertising time and they will be the final OEM seen in the last 30 minutes before kick-off.
The automakers are also surrounding their Super Bowl buys with extensive pre- and post-game promotions, many of them in social media like Facebook, Twitter and YouTube. For instance, Mercedes-Benz will give away two cars in what is being called the "Tweet Race to the Big Game." Kia plans a contest, giving away five cars, and will team with SocialVibe to sponsor a "Big Game Tournament" for players of Zynga social games like FarmVille.
There were five carmakers in the Super Bowl in 2009 and six in the game last year. The industry's interest in putting the pedal to the metal reflects the increasing sales of cars and trucks as the United States slowly recovers from the financial crisis.
Let's talk on Monday – which one of the nine automakers got the biggest bang for the roughly $3 million cost of each 30-second commercial?
Posted by Alice Miles, Regional Director, Government Relations, Polk (02.04.2011)
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