Hyundai Motor Co. will be returning to what is considered as one of the most watched shows in the world -- the Super Bowl. Hyundai will show two 30-second ads during the broadcast of the big game on Feb. 2, 2013, in the first and fourth quarters, according to Steve Shannon, the carmaker's vice president of US marketing.
The ads will promote the redesigned Genesis luxury sedan and a modified Elantra small car. “There is nothing like it for the advertising,” Shannon said of the Super Bowl, adding that “if it didn’t exist, you’d have to invent it.” The Super Bowl is watched by over 100 million viewers, making it the single-most-viewed television broadcast of the year in the United States.
In fact, the CBS broadcast of the game this year drew almost 109 million viewers, while the two previous Super Bowls each drew about 111 million viewers.
Because of its depth and reach, it provides companies an excellent opportunity to showcase their ads. Fox will be the official broadcaster of the 2014 game -- Super Bowl XLVIII -- which will occur at MetLife Stadium in East Rutherford, New Jersey.
Fox Sports said on Dec. 4 that all commercial spots for the Super Bowl XLVII are already sold out. While Shannon didn’t disclose how much Hyundai will pay for the spots, he said that “it is the single biggest” advertising expense of the year for the South Korean carmaker.