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Automakers Lining Up Super Bowl Ad Slots

Game getting $5 million for 30-second ad.

by on Jan.19, 2016

CBS is getting $5 million for a 30-second ad in this year's Super Bowl and automakers are lining up spots.

Buick, Audi and Mini have opted to advertise on this year’s telecast of the Super Bowl 50 on Feb. 7, which is expected to attract more than 100 million viewers once again.

It will be the first time ever that Buick will appear on the Super Bowl and Tony DiSalle, U.S. vice president of Buick and GMC, marketing said the spot will give Buick a chance to highlight the changes in the brand’s lineup, which is quickly evolving with the addition of vehicles such as the Buick Cascada and Buick Envision.

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Buick has set global sales record in each of the last three years and 2016 is looking even better. The drop in Buick sales in the U.S. could be traced back to GM’s decision to concentrate on retail sales and pull back from fleet and sales to daily rental companies, he said. (more…)

Automakers Sitting out Super Bowl XLIX

Just five car companies confirmed for ads this year.

by on Jan.26, 2015

Despite the strong response to its Little Darth Vader ads, VW plans to sit out Super Bowl XLIX.

Viewers tuning into this year’s Super Bowl won’t get to see a pint-sized Darth Varder use “the force” start another Volkswagen as the German automaker isn’t part of the commercial roster for this year’s game, along with Jaguar, General Motors, Ford and several others.

The number of automakers with ads on this year’s broadcast is down significantly: the lowest level in five years. Last year, 11 brands were featured, whereas this year just five are confirmed. It’s the lowest level since 2010, which is when automakers were just beginning to see a dramatic sales turnaround.

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However, the five that are advertising are running different types of ads. Mercedes-Benz plans to air some humorous ads. While Toyota plans to tug at viewers’ heart strings with ads about what it means to be a dad. Kia is using Pierce Brosnan, formerly James Bond, for a 60-second spot on the new Sorento crossover. BMW will hype its new i3 EV in a commercial and Nissan returns to the game for the first time since 1997. (more…)

Automakers Spending Big Money to Maximize Exposure with Super Bowl Ads

Even at $4.5 million for 30-second spot, most makers deem time worth the money.

by on Dec.12, 2014

Despite the strong response to its Little Darth Vader ads, VW plans to sit out Super Bowl XLIX.

The National Football League season is rushing towards its climax and soon the airwaves will be filled with NFL playoff games packed with advertising for new car and truck advertising culminating with the Super Bowl on Feb. 1, which is very likely to attract record amount of automotive advertising.

Flush with cash from strong sales during 2014 and a promising outlook for 2015, carmakers appear ready to spend heavily on the new advertising for the big game. And spend heavily they will, a 30-second spot is $4.5 million, which is up from $4 million during last year’s game.


There will be some notable absences, however. Volkswagen, which scored a big success with its Little Darth Vader spot several years ago, is sitting on the sidelines this year. And Jaguar and Lincoln apparently won’t be there, either. But they will be exceptions, rather than the rule.


Volkswagen at Vanguard of Vehicle Advertising

Maker sponsors online programs for Museum of Modern Art.

by on Nov.14, 2014

Volkswagen is sponsoring the New York Museum of Modern Art's online programs.

When Chevrolet’s Rikk Wilde’s struggle through the presentation of the World Series MVP award to the San Francisco Giants’ Madison Baumgartner went viral it served as a poignant reminder of the pervasiveness of auto industry advertising.

At times, it seems automakers are determined to slap their names on everything from football stadiums, such as Ford Field in Detroit and the Mercedes-Benz Dome in New Orleans, to soccer jerseys, such as those of Manchester United, one of the oldest and best-known franchises in sports, which now sport the Chevy logo.

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Kia, on the other hand, has made a point of becoming a major sponsor of the National Basketball Association and Volvo is sponsoring an ocean-going sailing contest that will take months to complete. (more…)

F-Type Ads Aimed At “Youth Minded”

Campaign supports Jag’s new sports car.

by on May.14, 2013

Jaguar is kicking off a new advertising campaign for the F-Type across a variety of media.

Jaguar is kicking off a new advertising campaign featuring its new F-Type that includes both television and a heavy dose of social media to help shape perceptions of Jag’s new sports car.

Dubbed “Your Turn,” the campaign supporting the launch of the all-new F-Type, Jaguar’s first new true sports car model in 50 years, which also represents a return to the company’s heartland, a two-seater, convertible sports car, focus on performance, agility and driver connection.

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“We have built on Jaguar’s sports car heritage which stretches over 75 years, and in the F-Type we have reignited the flame,” said Adrian Hallmark, global brand director of Jaguar.


Marty’s Marketing Minutia: Makers Go for the Gold

Rethinking the Super Bowl, Olympics and more.

by on Oct.05, 2012

The dog might not be happy but the "Vet" commercial scored for BMW.

Top 10 Auto Ads in 3rd Quarter

According to Ace Metrix the most effective television commercials in the third quarter of 2012 contained two automotive commercials in a field dominated by techy ads and philanthropies. (Click Here to watch.)

Ford’s ‘One Foot Forward’ commercial, touting the new foot operated lift-gate, was only 18 points under the number one commercial. BMW’s funny “Vet’ commercial (think emasculation — which normally is not funny) tied at sixth with an Apple commercial for earphones.

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And while not truly a car commercial, AT&T’s anti-texting commercial is aimed at the same target markets.

Here’s a list of the most effective ads of the third-quarter:


Marty’s Marketing Minutia – Detroit Auto Show Edition

For the auto world, prime time starts Sunday.

by on Jan.06, 2012

The hordes descend. There'll be thousands of media at the coming week's Detroit Auto Show. And they'll be collecting countless media kits.

But first our first annual MMM Media Kit Award

This is my homage to the annual deluge of Car-of-the-Year awards that will be raining down on us, notably including the widely-watched North American Car and Truck of the Year ceremony that will usher in the Detroit Auto Show on Monday morning.

In recent weeks, you’ve undoubtedly noticed a deluge of ads quoting one or the other of these awards and you can be certain the winners of the two NACTOY trophies will be backing up their victories with some hefty media dollars.

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A favorite business question these days is, “what’s the take-away?” Auto journalists, scribes, bloggers, pundits, analysts, consultants and of course, the ubiquitous ranks of eBay purveyors at the annual Detroit auto industry bash and assorted launch events know the key take-away: It’s the media kit.


Marty’s Marketing Minutia – Super Bowl Edition

Gridiron gridlock as 8 brands vie for a nation's attention.

by on Feb.04, 2011

Chevy hopes for some volcanic results from its Silverado Tommy Super Bowl ad.

Sunday, over 100 million viewers will turn their dials to Fox for the 45th broadcast of the Super Bowl, America’s annual homage to the NFL — and new commercials.  Auto advertisers are showing muscle on the annual broadcast, each kicking in at least $3 million per :30-second commercial (a record $100,000 per second!) — plus at least a million or two million bucks more for production, music and talent.

It will be gridlock on the gridiron, with Audi, BMW, Chrysler, Chevrolet, Hyundai, Kia, Mercedes, VW and Suzuki — along with auto sector players CarMax, and Bridgestone — popping for big bucks to convince, persuade, motivate millions to visit their dealers’ showrooms.  And don’t forget other makers, like Ford, who will establish a presence on the pre- and post-game shows or by targeting regional outlets, rather than network buys.  The real winner is Fox, with ad sales estimated to reach $280 to $300 million for XLV.

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History has shown, and research has proven, most American’s love Super Bowl commercials, it’s a significant part of the event’s entertainment and for some who really don’t like football, commercials become the event itself. But a commercial has to meet the rigorous Super Bowl standards of excellence and quality in every element and detail of the commercial; to start with, it must be entertaining.

(For another take on Super Bowl’s sundary auto ads, Click Here.)

Running just a regular product or service commercial is, many ad experts and media mavens believe, a total waste of money no matter the ad category. These non-entertaining commercials, other than the game itself are often the perfect time to take a bathroom break or grab a cool one.  There are just too many car commercials which I believe will confuse more than convince as the game goes on.


Marty’s Marketing Minutia

The best automotive ads of 2010 -- brought to you by Nissan?

by on Jan.04, 2011

It was a big year for Nissan, which not only launched the Leaf battery car, shown here, but which captured consumer attention with its TV spots.

The last strains of Auld Lang Syne have faded until next December 31st but the annual bacchanal of Car of the Year, or COTY, corporate ego/hype awards culminates next week at the Detroit Auto Show with the selection of the car and truck of the year, as determined by a select group of 50 auto journalists.

You can be certain the winners will proclaim their accolades proudly in their advertising, particularly television commercials, which even with all the social media acclaim and hyperbole, still gets the biggest part of every auto advertiser’s budget.  But just how effective and memorable are car commercials with consumers?

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Ace Metrix, a respected authority in television advertising effectiveness has just announced the Ace Score Top Television Ads in several categories including automotive advertising. The winners in the auto category are going to shock, surprise and stun some of the new crop of recently added advertising agencies and their clients as well as long term agencies still on the roster as agency of record.

The top 3 winners were:


Marty’s Marketing Minutia

Tennis, Target, travel, Taschen, TV and tumultuous times.

by on Feb.01, 2010


Do logos on a tennis court add up to more sales on the dealer lot for Kia?

For the ninth year, Kia is a major sponsor of the Australian Open, the first of four Grand Slam events in professional tennis.  This sponsorship makes Kia the number one automotive sponsor and vehicle supplier of international and championship events for both men and women. The brand’s contract runs through the 2013 tournament.

Kia’s marketing aspirations are simple – if daunting: become one of the world’s premier automotive brands in the 172 nations where it competes. That is why the Kia brand is focused on international events with wide appeal like tennis and the upcoming World Cup. It is taking tennis, a popular nationalistic sport directly to the nations, many of which are the homes professional tennis players.  It is a unique automotive international marketing event for a brand, in my opinion.

As the major sponsor of the Australian Open – both men’s and women’s singles, a first — gets a plethora (a wonderful Cosselian word) of promotional goodies from signs everywhere to ads to television appearances to providing courtesy vehicles.

The biggest bang for the buck, er… wack for the Won … for the Korean carmaker are the well-placed Kia logo signs everywhere on the show courts which means strong visibility during every televised broadcast of any match or game.

During the 2009 championship, 6,075 hours (yes, hours) of matches were broadcast and streamed worldwide.  There’s an amazing ROI in the numbers: The Kia logos were seen 4,192 of those hours last year with a media value estimated at $524 million (US dollars, here, not Won).  Media mavens I spoke to have said this year could be even bigger in terms of dollar value as more hours are being broadcast worldwide.

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Adding to the presence of Kia is the company’s official ambassador, Rafael Nadal, last year’s men’s singles champion, who had to retire with a knee injury during the quarter finals to Andy Murray.