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Automakers Go All Out For Super Bowl Spots

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On: Sat, Feb 5, 2011 at 12:49PM | By: Sherry Christiansen

Automakers Go All Out For Super Bowl Spots

What does it take to get 100 million people to focus? That’s simple: a football game. But not just any football game. We’re talking Super Bowl. Last year, 106 million viewers tuned into the Super Bowl. This year’s grudge match between the Green Bay Packers and Pittsburgh Steelers promises to be a record breaker in terms of viewership. Companies began lining up for coveted ad spots back in October way before the teams were even picked. How much for a thirty-second spot? Try a cool $3 million. Automakers such as BMW, Volkswagen, GM, Audi and, for the first time, Mercedes are among some of the major auto brands that will be showing off new cars. Apparently, $3 million for 30 seconds is a bargain.

Depending on the particular product, Superbowl commercials can often have a long life beyond the game. Thanks to the YouTube influence, those initial 30-second spots can be played over and over again. Scott Keogh, chief marketing officer of Audi of America, was one of the first carmakers to make a commitment for a Super Bowl spot. “This is something we view as a very smart investment,” Keogh said in an interview. “This is our fourth Super Bowl, and every year has over-delivered.”

Even though the $3 million figure is being floated around, some analysts think that Fox, who is broadcasting the game, might be raking in even more. Although the higher-ups are keeping tight lipped about the exact sales figures, they don’t mind predicting some bragging rights.

“Sunday, Feb. 6, 2011, will be the single highest revenue-generating day in the history of Fox,” Lou D'Ermilio, a spokesman for Fox Sports in New York, said in an e-mail.

In between the actual game and your own scrambling for chips and dip, you’ll be presented with a crowded field of as many as nine different auto brands competing for your attention.

“You need to entertain and have some humor,” Keogh said. “You also need to tell a story. It's a cinematic moment.”

Audi will with showing off their redesigned A8 luxury sedan that comes with a sticker price of $78,050. Audi says that the company associates an increase in web traffic and dealership walk-ins to previous Super Bowl ads.

“Four years ago Audi wasn't on the shopping list of tier-one luxury car shoppers,” Keogh said. “The Super Bowl has helped us tell our story and now Audi is among the top of that list. It's not just a coincidence.”

Here are some teasers, enjoy!

Photo Gallery (click a thumbnail to enlarge)



gator done | 2:28PM (Mon, Feb 7, 2011)

Bring back the Magic Fridge!


James Roberts | 4:59PM (Mon, Feb 7, 2011)

I like the Audi commercial "Release the dogs"

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