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

Article by Christian A., 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:

Pin It

Comments

Recommended

Twenty-eight years after the company was first launched by Toyota, which was initially targeted to the United States market only, Lexus has already made its way to over 70 countries....
by - March 26, 2017
Last year was probably Porsche’s best year ever in terms of sales. Their factory in Stuttgart delivered 237,778 cars in total, which represents a six percent increase compared to the...
by - March 26, 2017
Lamborghini has disclosed that it is looking into the possibility of releasing electric vehicles. With the Volkswagen Group revealing that it will be releasing electric vehicles within several years, there...
by - March 25, 2017
Daimler AG, through its Smart division, has disclosed that its two electric models, the Smart ForTwo and the Smart ForFour are now open for orders in Germany. Official market launch...
by - March 25, 2017
Lamborghini has officially offered clear proof that the Huracán Performante was able to set a new record at the Nürburgring Nordschleife with a time of 6:52.01 It was in early...
by - March 25, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries