More than a half-dozen automakers are expected to showcase their newest vehicles come February in Super Bowl ads fetching an estimated $4 million per 30 seconds, with several opting for longer story-telling ads.
Car companies including General Motors, Hyundai Motor America, Kia Motors America, Volkswagen of America, Toyota, Audi of America and Jaguar have announced plans to run commercials during Super Bowl XLVIII.
GM announced in August that it would return to the Super Bowl after sitting on the sidelines during 2013’s big game. The company said it wanted to return to the biggest stage and have a presence among the biggest brands.
“We’ve bought 120 seconds. We bought two 60-second spots,” Tim Mahoney, GM’s chief marketing officer for Global Chevrolet, said in a recent interview. “We may parse them, but we’re in for a couple.”
Kia, Toyota, Volkswagen and Audi also are expected to run one-minute ads. Ford Motor Co. hinted it has something in the works for the Super Bowl, which will be played outdoors at MetLife Stadium in East Rutherford, N.J., on Feb. 2. Chrysler Group LLC, known for its long and unique Super Bowl ads, would not confirm if it has any commercials planned for the Super Bowl. But it is widely expected to return after three years of buzz-creating bowl ads.
Super Bowl ads often are hyped in advance, helping generate buzz for companies and their products, and are viewed around the world. That can help build loyalty and brand recognition. About 108 million people watched the 2013 game.