Hyundai bets on an ad slot right before Super Bowl kickoff

Article by Christian Andrei, on January 20, 2012

Aside from Hyundai’s commercial spot during Super Bowl XLVI, it is also running a 60-second ad immediately before the start of the game. In an interview, Steve Shannon, vice president of marketing at Hyundai Motor America, said that Hyundai’s ad will run right before kickoff on Feb. 5 on NBC. In the past few years, Hyundai had prepared ads for this slot but none of them were 60 seconds or longer.

Shannon explained that this extra time guarantees that Hyundai has "these clear seconds just before the game starts.” He pledged that this commercial would be "anthemic." In addition, Hyundai will have two 30-second spots during the game.

One will be seen in the first quarter while the next one would be in the fourth quarter. However, getting the "pre-kick" spot means that Hyundai’s ad will be seen by Super Bowl viewers who are done watching the pregame coverage and are excited to see the beginning of the annual game.

Shannon said that ads could get lost during this type of events but the pre-kick instant provides clarity. He added that he is hopeful that the pre-kick spot would influence the viewers’ minds and would add to the impact.

In the past, Pizza Hut would get the last ad before the Super Bowl starts so that it would get people thinking about pizza. It was in 2008 that Hyundai started to put ads in the Super Bowl but it only started to purchase pre-game inventory in 2009. Both in 2009 and 2010, Hyundai bought "isopods" -- a slot meant for their commercial -- in the moments right before kickoff. [source: Autonews]

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