Detroit Automakers Are Buying Up Super Bowl Ad Spots: How Much and How Many?

Jan. 27, 2011 - PRLog -- DETROIT, M.I. – Detroit automakers General Motors and Chrysler have already purchased advertising spots in anticipation of the many millions of viewers who will be watching Super Bowl this year.
Of the three Detroit automakers, Ford will not be purchasing any advertising spots during the game, but will instead be the final automaker that will be seen during the last 30-minutes of the pre-game show.
There have been more than eight different automakers that have purchased time during the Super Bowl, and it is expected that there will be more than 15 different auto commercials. Each 30-second advertizing spot will cost between $2.8 and $3 million. This may seem a large amount of money to be spent on advertisements but according to Cameron McNaughton, an automotive marketing consultant, “Automakers are beginning to feel the economy is on the cusp of turning around and hoping to take advantage of that,” McNaughton said.
General Motors seems to be using this opportunity to bring its company back into the view of customers across the country. The main focus of General Motors will be Chevrolet as this branch of GM accounts for about 70 percent of GM’s total sales.
The vehicles that will be dominant in General Motors’ Super Bowl campaign include the Chevrolet Cruze, Volt, Camaro Convertible and Silverado HD truck. At this time, Chevrolet has five 30-second spots purchased as well as one other during post-game. Additionally, the Super Bowl MVP will also be awarded with a 2011 Chevrolet Camaro Convertible.
Also, General Motors has recently announced that is has completed a deal with NBC that GM will be the only company of the Detroit automakers to have ad space on the NBC network during the 2012 Olympics broadcasted from London.
Chrysler has not announced exactly what it will be showcasing for the Super Bowl. It is only known that it has purchased advertising spots.
Other automakers such as Mercedes will be airing its first-ever Super Bowl advertisement. Audi will run a 60-second ad, which has been done every year for the past four years. This year the ad will be spotlighting the 2011 Audi A8 sedan. BMW and Hyundai will also be included in this year’s lineup.
Any comments or questions about what ads you might see? Email us at news@miautotimes.com or connect with us on Facebook: www.facebook.com/MichiganAutoTimes.
[Source(s): The Detroit News, Edmunds Inside Line, egmCarTech.com]