Carmakers rev up Super Bowl ads
At least nine have spots airing Sunday, a new high
January 30, 2014
More automakers than ever will advertise in the Super Bowl this year.
At least nine plan to air spots in the big game on Fox Sunday, including first-time Super Bowl advertiser Jaguar.
It will mark the fourth straight year that auto has been the game’s biggest ad category, following a pullback in Super Bowl advertising by carmakers during the depths of the recession in 2009 and 2010.
“Car companies (along with beer/spirits) have long been a big part of the Super Bowl ad game, primarily because they are selling a lifestyle as much as anything,” says one buyer.
Last year six carmakers advertised in the Super Bowl, according to Kantar Media, out of 34 total advertisers in the game. Eighteen percent of all advertising in the 2013 game was for cars.
In 2012, seven auto manufacturers advertised, and in 2011 the number was six. But in 2009 and 2010, only seven total advertised.
It’s little wonder more brands wanted in this year. Over the past few games automakers have hijacked the post-Super Bowl commercial buzz.
In 2011, Volkswagen’s “Little Darth Vader” became the most-watched big-game ad ever online, attracting 59 million views and still counting. And Chrysler’s “God Made a Farmer” and “Halftime in America” ads have scored very well in postgame ad surveys the past two years.
This year luxury carmakers such as Jaguar and Audi are making a push into the big game.
“While during regular season, you might see a lot more Ford utility truck-type ads that resonate with the blue collar, everyday male, once you get into playoffs and Super Bowl you will see more luxury brands like Cadillac, Lexus, etc.,” the buyer says.
“These brands feel their products and image align with the demographic of who watches the Super Bowl.”
Indeed, Nielsen recently released a report that found that more than a quarter of households that tuned into the game made more than $100,000 per year.
Of course, there will always be debate over whether Super Bowl advertising is worth the high price, a reported $4 million for a 30-second spot this year.
At least one car maker that sat out last year and dropped out entirely during the recession seems to believe it is.
General Motors will return to the game after a one-year absence with two spots for Chevrolet.
TV programming blog: All the cancellations and renewals
CBS dominates Thursday with more NCAA playoffs
Podcasting comes of age: What’s behind a recent boom
CBS renews a slew of shows, with a few missing
Best of the week: Advertisers revolt against Google
Putting a pricetag on ad fraud: $16.4 billion
Surprise: There’s one area where TV viewing is soaring
Media Life’s Digital Media Transparency Initiative
Weekend TV: Can anyone beat the UConn women?
‘Empire’ rises slightly in its return to lift Fox to first
Well now: Mobile usage is even bigger than you think
CBS, the daytime leader, leads Daytime Emmy nominations
Whoa: Almost a third of Millennials cut the cord
- Arun Kumar becomes chief data and marketing tech officer at IPG
- Jenny Campbell rises to managing director at 72andSunny
- Adam Crandall becomes director of strategy at mono
- Mark Wildman rises to EVP of partnerships at Westwood One
- Kevin Craig rises to SVP of newspaper relations at AMG/Parade
- Bill Corvalan becomes VP of West Coast partnerships at AllOver Media
- Richard Just becomes editor at The Washington Post Magazine
- Gemma Lawson rises to VP and design director at Nickelodeon
- Ashley Judd joins Epix' 'Berlin Station'
- Former NBC ad sales executive Robert Blackmore dies at age 90
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: December 2016
Ad sales rep for a digital-only magazine
Freelance media planner/buyer available for all markets
Wanted: Media buyer in Philadelphia
Paid social media planner wanted in Detroit
Opening for a media planner at a top OOH agency