Super Bowl ads may be considered a bargain for automakers if record audience is reached

Article by Christian Andrei, on February 4, 2011

If the Superbowl audience on Feb. 6 reaches new highs, it’s possible for Super Bowl advertisers such as Volkswagen AG and General Motors Co. to end up getting a bargain for 30-second spots priced at a record $3 million or more.

New York advertising executives Peter Gardiner of Deutsch Inc. and Andy Donchin of Carat North America said that the National Football League championship between the Green Bay Packers and Pittsburgh Steelers may surpass the record 106.5 million viewers of last year's game on CBS.

Because advertisers bought up all the ads from News Corp.'s Fox last October, advertisers are able to avoid paying the price of the spots that get more expensive closer to the game.

Scott Keogh, chief marketing officer of Audi of America, said that advertisers didn't want to wait as recent Super Bowls have exceeded forecasts for viewers.

In an interview, Keogh said that Audi considers this a “very smart investment.” He added that this is Audi’s fourth Super Bowl, and their experience is that “every year has over-delivered.”

It was two years ago that the cost of a 30-second Super Bowl spot peaked. This was when the Steelers, led by quarterback Ben Roethlisberger, defeated the Arizona Cardinals, 27-23.

Jon Swallen, senior vice president of research for Kantar Media in New York, said that advertisers paid an average $3 million that year. This price dropped to about $2.97 million last year, when the New Orleans Saints went up against the Indianapolis Colts. [via autonews - sub. required]

If you liked the article, share on:


Login or Create new account to add a comment!


More than three decades ago, the DeLorean DMC-12 was produced by the DeLorean Motor Company. However, production was stopped due to issues within the company. The car itself was decent...
by - October 27, 2016
Tesla is making sure that all models under production will receive the necessary advanced hardware that will allow them to be autonomously driven. The fitment of these advanced hardware to...
by - October 27, 2016
Wondering how fast the 2017 Chevrolet Camaro ZL1 in actual driving? To provide customers a good idea on how fast the 2017 Camaro ZL1 could really get, Chevrolet recently had...
by - October 27, 2016
So, it is official! The new Honda Clarity FCV has the longest verified range of any zero-emissions vehicle currently on the road in the United States. One of the main...
by - October 27, 2016
Many have been anticipating Mercedes-Benz Vans’ newest luxury pickup truck, the X-Class. While Mercedes-Benz has yet to reveal the official production version of the X-Class, it was kind enough to...
by - October 27, 2016