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, Cars.com 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.