We all know the Super Bowl is coming up this Sunday, February 6, pitting the Green Bay Packers against the Pittsburgh Steelers. And when you think Super Bowl, you think Super Bowl ads. In fact, there’s so much hype surrounding these ads and they’re watched by so many people that they can pretty much be considered an event in and of themselves.
After a year of pinching pennies following the economic downturn, the automakers are taking this opportunity to promote their rejuvenated, new-and-improved products to as big an audience as possible.
Mercedes-Benz will be taking the plunge for the very first time, while veterans GM and BMW will be returning after a two- and 15-year absence, respectively. At around three millions dollars per 30-second spot, the price of a Super Bowl ad may seem a tad excessive – but it can actually turn out to be quite a steal.
According to Nielsen, viewership of the football extravaganza has been on the rise for the past five years, and this year isn’t looking to be any different. The regular season and the playoffs attracted more viewers than ever before, and analysts believe that last year’s record of 106.5 million viewers may well be broken on Sunday.
That’s all well and good, but what is the actual impact on dealership patronage?
Scott Keogh, Audi’s chief marketing officer in the U.S., says the number of visits to the Audi web site and dealerships peaked after their Super Bowl ad aired.
“Four years ago, Audi wasn’t one of the top 3 choices for luxury car buyers. The Super Bowl helped us tell our story, and now Audi has made that list. That’s no coincidence,” believes Keogh.
Try to imagine the impact a successful ad has on an automobile manufacturer. Will the increased interest in their brand allow them to get their money’s worth? If you’re looking for an answer, we’ve got it. Check out this article published earlier today.
With all of these elements combined, we can definitely say that three million dollars for a 30-second spot is definitely a small price to pay.
After a year of pinching pennies following the economic downturn, the automakers are taking this opportunity to promote their rejuvenated, new-and-improved products to as big an audience as possible.
Mercedes-Benz will be taking the plunge for the very first time, while veterans GM and BMW will be returning after a two- and 15-year absence, respectively. At around three millions dollars per 30-second spot, the price of a Super Bowl ad may seem a tad excessive – but it can actually turn out to be quite a steal.
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| Photo: Volkswagen |
According to Nielsen, viewership of the football extravaganza has been on the rise for the past five years, and this year isn’t looking to be any different. The regular season and the playoffs attracted more viewers than ever before, and analysts believe that last year’s record of 106.5 million viewers may well be broken on Sunday.
That’s all well and good, but what is the actual impact on dealership patronage?
Scott Keogh, Audi’s chief marketing officer in the U.S., says the number of visits to the Audi web site and dealerships peaked after their Super Bowl ad aired.
“Four years ago, Audi wasn’t one of the top 3 choices for luxury car buyers. The Super Bowl helped us tell our story, and now Audi has made that list. That’s no coincidence,” believes Keogh.
Try to imagine the impact a successful ad has on an automobile manufacturer. Will the increased interest in their brand allow them to get their money’s worth? If you’re looking for an answer, we’ve got it. Check out this article published earlier today.
With all of these elements combined, we can definitely say that three million dollars for a 30-second spot is definitely a small price to pay.