Putting the brakes on advertising during Super Bowl

Posted: 01/26/2015

It’s a well known tradition, each year, companies spend millions of their marketing budgets over the Super Bowl ad of the season, the one that everyone is talking about. Automakers and OEMs are usually part of the competition. Remember "The Force" a ‘Star Wars’-inspired commercial by Volkswagen or Eminem’s Chrysler ad in 2011? This year might be different.

BMWi3

Image: BMWBlog

Following the record spending by 11 automotive brands in 2014, this sunday, there won’t by many car ads. Only 6 automotive brands are expected to advertise during the Big Game – the fewest number of brands since 2010. A 30-second spot during this year's Patriots vs. Seahawks Super Bowl on NBC is estimated to average $4.4 million-$4.5 million — at least $200,000 more than in 2014, and $2 million more than a decade ago, according to Media Monitoring Company Kantar Media. However, some automakers can't resist the opportunity and will present their portfolio:

BMW, last appearance at Super Bowl four years ago, will be promoting its i3 EV electric car.

Kia, for the fifth straight year will promote the new Kia Sorento starring James Bond actor Pierce Brosnan.

Lexus, just released a second Super Bowl ad, highlighting the new Lexus NX compact SUV.

Mercedes-Benz, celebrate, what they call "the next chapter of automotive performance" – the all-new 2016 Mercedes-AMG GT S with teasing "The Big Race".

Nissan, will make their Super Bowl Comeback after 18 years with the help of various YouTube creators under the #WithDad theme.

Toyota, also goes for a good fatherhood message under the "To be a Dad" theme.

Ford, Lincoln, Hyundai, Honda, Acura, General Motors, and Volkswagen are among the regular Super Bowl advertisers who skip the massive media event. Analysts speculate that the timing doesn’t match up in 2015 with new model launch dates. Also, the NFL had a rough year with incidents of domestic violence by players which made for great controversy and bad media fallout. But maybe, it's simply a matter of budget. Some of the OEMs may feel that they spent a little too heavy on these kind of commercials over the last decade. After all, automakers have dropped $514.6 million on Super Bowl commercials, nearly 25% of the grand total.

Sources:

Kantar Media Report - Super Bowl Scores

Adweek

Posted: 01/26/2015

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