Hyundai sticks with Super Bowl ad spots, despite GM’s withdrawal

Article by Christian Andrei, on May 22, 2012

After General Motors announced that it won’t buy ad spots for the 2013 Super Bowl, other automakers seemed to have felt the need to reveal their plans. Hyundai said that the Super Bowl is a “perfect venue” for the company to advertise its products, according to an e-mail from Hyundai marketing chief Steve Shannon.

He said that Hyundai won’t miss the chance to advertise on the 2013 Super Bowl. For the last five years, Hyundai was a major player in Super Bowl advertising. At last year’s Super Bowl, Hyundai’s ads ran in the second and fourth quarters. It also had a 60-second spot that was broadcast right before kickoff.

However, Hyundai believes that it gets much more from its ads at the Super Bowl aside from having millions of people see them. Shannon said that advertising on the game also reels in plenty of huge social media opportunities as well. GM had also revealed that it wouldn’t pay for Facebook ads anymore. This amounts to $10 million of paid ads.

Meanwhile, Ford has announced that it will still buy ads on Facebook. Shannon said that the Super Bowl is “far and away the best watched television program in the U.S.” He reasoned that due to this, the social media opportunities continue to increase each year and by next year, its ads are expected to have an even bigger impact. [source: Autonews]

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