Carmakers buy $60 million worth of ads for 2013 Super Bowl

Article by Anita Panait, on January 28, 2013

The Super Bowl remains to be one of the top attractions for carmakers seeking to reach more people with their advertisements. In fact, as of late last week, eight auto industry players had disclosed intentions to air 11 advertisements – for a total of around $60 million -- during the Super Bowl 47 scheduled on Feb. 3, 2013. However, the figure excludes Chrysler, which still has to disclose any plan to air commercials in Super Bowl 47.

Sources, however, told Automotive News and Advertising Age that Chrysler will be securing a commercial spot in the upcoming Super Bowl. According to Advertising Age, an advertiser has to shell out around $3.7 million to secure a 30-second spot during the big game between the San Francisco 49ers and the Baltimore Ravens.

Carmakers have been maximizing the use of the Internet, particularly, social media and sharing sites, to provide a glimpse of their Super Bowl 47 commercials. They have been uploading teaser videos and pictures in YouTube and Facebook and tweeting a lot in Twitter – with the purpose of making the most impact during the big event. Some carmakers are even soliciting advertising ideas from their fans through social media.

One of the Super Bowl automotive advertisers is German premium carmaker Audi, which has bought a 60-second spot in the first quarter of the game. While Audi’s Super Bowl ad last year featured vampires turning into dust after hit by Audi’s signature LED headlights, the carmakers aim to bring more human and emotional touch, but without sacrificing its edginess.

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