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Industryweek 8165 Super Bowl Xlix

Fewer Automakers to Play During Super Bowl XLIX

Jan. 29, 2015
The number of automakers choosing to advertise during Super Bowl XLIX is down this year to six from 11 last year.

Of the advertisers spending big for a spot in the Super Bowl, six of them are automakers.

The price is high for time during the Big Game, a 30-second ad costs between $4 and $4.5 million. Stretching it to a minute, doubles the price.

Add in production costs for the commercial itself, and 30 seconds on a Sunday night in February is worth more than $5 million.

Most companies have “leaked” their ads online and through social media, and automakers are no exception.

Mercedes is back after a year off and uses a famous race to push its AMG GT S.

Toyota is making it’s third straight appearance and will feature two ads. The first features U.S. Paralympic team snowboarder Amy Purdy.

The second talks with men, including a few football players, about what it means to be a dad.

Millions of Viewers

Neilsen, the television ratings company, reports last year’s game set a record for the most-watched television event in U.S. history with 111.5 million viewers. And of those people watching, most aren’t there for the game.

A 2014 survey from ad agency Venables Bell & Partners showed more than 70% of those who tuned in, were there for the commercials.

Nissan hasn’t advertised during the Super Bowl in 18 years, but is back with a 90-second ad. However, they’ve only put out a 10-second teaser…

BMW returns to the Big Game with a 60-second commercial for its new electric i3 hatchback.

Automaker Participation Falls

The number of automakers buying time this year is down to six from 11 last year, according to Advertising Age. That's the fewest since 2010.

Ford (IW 500/6), Audi (IW 1000/59), Honda (IW 1000/29) and Jaguar have taken advantage of the game's huge amount of viewers, but opted out for 2015.

General Motors (IW 500/5) is skipping the commercial but will still have a presence with its vehicles. Along with an NFL Experience exhibit featuring its trucks, 600 GM autos will be used to shuttle celebs and other VIPs.

Kia is pushing the latest model of their Sorento, shaken not stirred of course, with Pierce Brosna

Lexus bought 30 seconds during the first half of the game to talk about their new Lexus NX, but got a jump on everyone else, releasing the ad mid-January.

Chrysler is going against the grain. It says it won't say if it's advertising until the weekend of the game. If it doesn't, it'll be the first time no North American car company is featured in an ad during the Super Bowl.

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