Super Bowl already shows a traffic jam for car manufacturers

Article by Christian Andrei, on December 10, 2010

Due to the recession, carmakers had chosen not to spend so much on advertising but now that they’re recovering, there’s no stopping their renewed vigor at the Super Bowl XLV. On Feb. 6, car marketers will be competing for your attention as they attempt to show commercials that they think will stand above the others to catch your full attention.

In the past years, automakers have been known to spend up to $3 million per ad but 2011 is expected to be a showdown of sorts for car ads. So far, eight automakers had bought airtime.

Many of them are signing up for two or three commercials to be shown throughout the broadcast too. In comparison, six carmakers ran ads in Super Bowl XLIV, with a combined five minutes and 30 seconds.

WPP's Kantar Media said that in 2009, five carmakers had three minutes worth of ads. Just last week, BMW North America announced its return to the game after a decade.

It seeks to launch a new car lineup at the Super Bowl. And earlier this year, top marketer Joel Ewanick said that after missing out for two years, General Motors Co. is back n the game with a focus on Chevrolet.

Sources say that Chrysler, which was the only U.S. carmaker to appear in the last Super Bowl broadcast with one ad for Dodge, will be showing at least two brands in the game. Meanwhile, Audi of America has an ad in the game's first commercial break.

This is Audi’s fourth straight appearance in the game. Volkswagen had one Super Bowl ad in the last show but for the upcoming one, it has bought an additional spot. Kia had run a 30-second ad spot last time but it will run a 60-second ad in Super Bowl XLV. Hyundai Motor America will run three ads in 2011 while in 2010, it had two. [via autonews - sub. required]

Topics: super bowl

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