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:

Comments

Recommended

Lamborghini had been expected to refresh its entry-level model – the Lamborghini Huracan – in late 2018 or early 2019. But here is some good news for fans of the...
by - November 20, 2017
The Chevrolet Corvette will be turning 65 years old in 2018, and as part of the celebrations, the brand is introducing a special edition C7 – the Chevrolet Corvette Carbon...
by - November 19, 2017
Tesla revealed that with its new Semi, truck drivers can expect better experience especially with heightened safety and the lower cost of transporting cargo. Indeed, the cabin of the new...
by - November 19, 2017
November 17 is considered a very special day for Tesla, as this is the day that they revealed the highly anticipated Tesla Semi. But Elon Musk did not think the...
by - November 17, 2017
More details have emerged about the new sixth generation of the BMW M3 just as the German premium practically announced the end of the current-gen 3 Series with the unveiling...
by - November 17, 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