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.
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.