More automotive companies are planning to air ads during this weekend’s Super Bowl. The usual suspects General Motors, Ford, and Toyota will be joined this year by Audi and Hyundai – who are spending $2.7 million for 30-second spots, according to the Detroit Free Press.
Advertising experts told the Free Press that the ads aren’t designed to send the typical Super Bowl viewer off to the dealership, but for the consumer to remember that company next time they are out shopping for a new car.
Arthur Kover, an emeritus professor at Fordham University, said, “Car ads are like throwing seeds in the field and hoping that one of them will take hold at just the right moment.”
(More details after the jump)
This year’s Super Bowl marks Audi’s first appearance since 1991. The ad will feature the new R8 in a “The Godfather” theme featuring actor Alex Rocco – who played Moe Greene in the film.
Scott Keogh, chief marketing officer for Audi of America said, “We want to work extremely hard to get Audi known to Americans. We want to get into the American lexicon.”
Andrew Gershoff, associate professor of marketing at the University of Michigan’s Ross School of Business, said that commercials by Audi and Hyundai will show consumers that they are serious about the vehicle’s they are marketing. He said, “If a company is willing to spend that much money on an advertisement it signals to consumers, and competitors as well, that they’re very serious about being in this particular market.”
If GM, Ford and Toyota skipped this year and did not shell out 2.7 million, would people forget them entirely? Yes the adds are fun, but does this actually have a return in profit? Its a huge market that watches this game, but are these companies (and most of the companies) so new that no one has ever heard of them?
MJK you raise a great point. I have also wondered how many sales these commercial generate. To me money would be better spent in other advertising such as giving me a car, just kidding. And can someone please explain why it’s more money to advertise each for this thing.
I think that Ford GM and Toyota are concerned about the very competitive pickup market, and need to differentiate themselves. My memory is failing me now, as I can’t seem to remember the name of the GM truck, but I think a big part of me remembering the Tundra and F150 are those crazy demonstration commercials.
But I think Hyundai’s commercials are money well spent. The “Think About It” tagline at the end is pretty good, after lauding one of the major benefits of the Genesis Sedan in straightforward language.
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