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Key (Read: U.S.) Automotive Players Sitting Out Big Game

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On: Fri, Jan 30, 2015 at 11:52AM | By: Gary P Garry

Key (Read: U.S.) Automotive Players Sitting Out Big Game

We all know what they say about assuming, but you can in fact make some reasonably sound connections that are going to be accurate most of the time. This applies to the interests of people who have motor oil running through their veins.

If you are a big car person, you probably like sports, and one of the biggest sporting events of the year is now upon us.

The Super Bowl is the culmination of a long and passion-filled season, and it is highly anticipated by fans, but its popularity transcends interest in the sport itself. This game attracts the attention of just about everyone, and it is the most-watched television event in the United States year after year.

Last year the Super Bowl set the record as the most widely viewed American television event of all time. Even though the game was not close, 111.5 million people watched the fray in the United States.

When I think about the Super Bowl, I think about grunting and pounding and pivoting and passing. I also think nachos, beers, bourbon, and lots of chicken wings.

However, when corporate marketing types think about the big game, they think about those 100 million-plus viewers. You can certainly reach a wide audience if you advertise during this extravaganza.

Traditionally, major automobile manufacturers have spent a lot of money to run commercial spots during the Super Bowl. However, the spots are extremely expensive, with a half a minute going for well over $4 million.

Because of this hefty price tag, automakers need to make sure that they get adequate bang for their bucks, and some of them are begging off this year.

The NFL tries to market the sport around the world, and this is understandable, but the Super Bowl is a decidedly American event. Perhaps unfortunately, two of the major automobile manufacturers that are going to sit on the bench during the Super Bowl advertisement barrage are Ford and General Motors.

Chrysler has not yet revealed its plans to the public, so we will have to wait and see if the third member of the Detroit Big Three has a message to deliver during the championship tilt.

We will get to see what Kia has to offer, and Nissan has purchased some time after a long absence from the Super Bowl marketing arena.

Personally, I will be using the commercial time to return my liquid rentals, but there are certainly those who look forward to Super Bowl advertisements, and I have no doubt that they will be fully entertained.




James Roberts | 2:44PM (Fri, Jan 30, 2015)

After sitting on the bench for almost 20 years, Nissan is returning to the big game with a 90-second tear-jerker that shows a familys struggle with work-life balance and highlights the bond between a race-car driver and his son. The twist: Get out your hankies. This spot uses Harry Chapins Cats in the Cradle as the soundtrack.

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