/ Industry, News, Other / Automakers ready to react to Super Bowl ads public response

Automakers ready to react to Super Bowl ads public response

Linked In Share
Automakers ready to react to Super Bowl ads public response

Automakers advertising in the Super Bowl this year will be more prepared than ever to immediately react in marketing war rooms to feedback about their ads that promise to feature Muppets, British villains, patriotic themes and, of course, something secret from Chrysler.

This year will be the fourth in a row with a big showing from the automotive industry. Once again, automakers will use whatever they can, from canine to supermodel, to try and break through the advertising clutter and be memorable.

Volkswagen will have a staff of about 10 people from marketing and advertising, public relations and the legal department watching the game, said Justin Osborne, general manager of marketing communications for the German automaker. Its 60-second ad will air during the second quarter.

“We’ve set up a pretty robust war room,” Osborne said. “This year, I think there will be a lot more emphasis on real-time marketing and reacting to what’s happening at the game.”

Ford hasn’t run a commercial during the actual game for seven years for the Ford brand, but it’s hinting at big plans. The Dearborn automaker bought an ad for Lincoln last year. General Motors said in August it will return to the big game after benching itself last year.

This year, at least nine automotive brands, one automotive retailer and an automotive accessory company plan to flood the zone during the Super Bowl next Sunday. They include: Audi, CarMax, Chevrolet, Hyundai, Jaguar/Land Rover, Kia, Toyota and WeatherTech.

In 2013, automotive companies spent about $92 million on 12 commercials for nine different brands, according to Kantar Media, an advertising research company.

“Automotive is still a heavily cluttered category,” said Jon Swallen, chief research officer for Kantar Media.

Automotive manufacturers are attracted to the Super Bowl because they market their products to people across almost all age groups and demographics and are continuously rolling out new products that need marketing support. They have budgets large enough to be able to absorb the cost, Swallen said.

by Aurel Niculescu (my Google+) - Monday, January 27th, 2014 - filed under Industry, News, Other. Image credit: .
Linked In Share
Related Articles


Discuss: Automakers ready to react to Super Bowl ads public response

Leave a Reply


















Inautonews Facebook PageInautonews RSS FeedInautonews TwitterInautonews Youtube Channel

Sign up to receive our email newsletter on your email. It's safe. No spam!

Australia: Employment in the Country’s Auto Industry Increases
Australia: Employment in the Country’s Auto Industry IncreasesAlthough Toyota, Ford and Holden have caused some hustle with the imminent closures, data shows that employment in the auto ...
Hyundai Plans to Sell 228,000 Revamped Sonata Sedans in 2014
Hyundai Plans to Sell 228,000 Revamped Sonata Sedans in 2014South Korean automaker Hyundai plans to sell 228,000 units of the new Sonata sedan by the end of this year. Hyundai said that it ...
Fiat Chrysler Plans to Introduce Seven New Alfa Romeo Models by 2018
Fiat Chrysler Plans to Introduce Seven New Alfa Romeo Models by 2018The newly created Fiat Chrysler Automobiles will introduce seven new Alfa Romeo models by 2018, and will try to boost sales of ...
Jaguar to replace the XK with an XJ Coupe
Jaguar to replace the XK with an XJ CoupeThe British based car manufacturer Jaguar will be replacing the XK with an XJ Coupe which will take on models like the Bentley ...
VW celebrates 40 years of Golf
VW celebrates 40 years of GolfVolkswagen Ag., Europe’s largest carmaker is celebrating 40 years of Golf and more than 30 million deliveries ...
Ferrari F355 gets crashed in Switzerland
Ferrari F355 gets crashed in SwitzerlandA Ferrari F355 Berlinetta has been recently crashed in Switzerland after it has been on a partial head on collision with a Ford ...
Next-gen Porsche Boxster and Cayman to get 4-cylinder engines
Next-gen Porsche Boxster and Cayman to get 4-cylinder enginesThe future generations of the Porsche Boxster and the Cayman will be getting a four-cylinder boxer engine under their hoods, as ...
2014 Chevrolet Sonic RS gets priced in the U.S.
2014 Chevrolet Sonic RS gets priced in the U.S.Chevrolet has added several enhancements to the 2014 model year Sonic as the B-segment vehicle has maintained its price on both ...
[VIDEO] New Jaguar model spied, is this the XE?
[VIDEO] New Jaguar model spied, is this the XE?A brand new Jaguar test mule has been caught on camera while it was quietly sitting around in a parking lot and some voices are ...
Ferrari 458 Italia gets totaled in China
Ferrari 458 Italia gets totaled in ChinaThe driver of a Ferrari 458 Italia has managed to crash his ride in China, recently, after he lost control of the wheel while ...
Ducati, First Motorcycle Maker to Introduce Airbags
Ducati, First Motorcycle Maker to Introduce AirbagsThe Italian motorcycle manufacturer Ducati has recently unveiled the Multistrada D-Air, which is the first production bike ever ...
2015 Cadillac Escalade online configurator introduced
2015 Cadillac Escalade online configurator introducedCadillac has recently introduced the online configurator for the 2015 Escalade which has been priced from 72,690 USD, for the ...
Rare Lamborghini Gallardo Malaysia Limited Edition gets totaled
Rare Lamborghini Gallardo Malaysia Limited Edition gets totaledA very rare unit of the Lamborghini Gallardo Malaysia Limited Edition has recently met its end in Gua Musang, after it has been ...
Renault Logan goes official in Russia
Renault Logan goes official in RussiaRenault has officially introduced the new Logan generation on the Russian auto market, as the first images with this model have ...
Halle Berry spotted in BMW i3
Halle Berry spotted in BMW i3Famous American actress and former fashion model Halle Berry has been recently spotted in a brand new BMW i3, while filming for a ...
Read more automotive news


2013 Frankfurt Motor Show Live Images

1997-ferrari-f355-berlinetta-crash switzerland 1
Ducati-Airbag-Multistrada-2014-02
Lamborghini Gallardo Malaysia Limited Edition crash 1
2014 renault logan 1
bmw i3 halle berry 2
2015 hyundai sonata 2
BMW 6-Series Coupe Prior Design tuning 1
Lancia Delta HF Integrale Evo Martini 5 1
Mercedes-Benz CLA45 AMG Brabus tuning 1
2014-Mini-individual-style-18
Cadillac ATS Crimson Special Edition 1
BMW M135i by Manhart 1

More automotive from inautonews
Although Toyota, Ford and Holden have caused some hustle with the imminent closures, data shows that employment in the auto sector in Australia is actually increasing. According to industry group Auto Skills Australia, during the 2012/2013 financial year more than 4,000 jobs have been added to the ...
read more
Inautonews Editors Section
Test Drive: Renault Captur 0.9 – TCe 90 – fast review
Test Drive: Renault Captur 0.9 – TCe 90 – fast review After we’ve tested almost all Renault Captur models, we decided to check out the 3-cylinder engine - 898 cc 66kw (90 hp) model. Why we’ve ...
Test Drive Fiat 500L Living – Review
Test Drive Fiat 500L Living – Review Who ever thought in 2007, when Fiat unveiled the new 500 citycar that the Italian automaker will ever build a seven-seater 500 model. Clearly, ...
Test Drive Fiat 500L Trekking – Review
Test Drive Fiat 500L Trekking – Review Fiat had a great success back in the 60’s with the 500 model. It was cheap, practical and equipped with a 479 cmc petrol engine – that’s why ...

Editors Section
Inautonews Editors Section
2011 Safest Cars [Video] 2011 IIHS Safest Cars [Video] 2011 EuroNCAP Safest Cars 2010 Safest Cars [Video] 2009 safest cars Euro NCAP

Latest in Safety Ducati, First Motorcycle Maker to Introduce AirbagsThe Italian motorcycle manufacturer Ducati has recently unveiled the Multistrada D-Air, which is ... [VIDEO] Nissan Rogue scores Top Safety Pick+The new generation of the Nissan Rogue has recently managed to score a Top Safety Pick+ award after ...
Safety Section