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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.


Automakers Tackle Super Bowl Sundary

Which automakers will score a TD?

by on Feb.03, 2011

Audi's new ad campaign says, "Goodbye, old luxury," and "Hello, Super Bowl."

Automakers are setting up for Super Bowl Sunday with one of the largest ad lineups ever. Even Suzuki, which has a miniscule ad budget, plans to use a clever mix of local advertising spots bought for 14 different markets to get in on the action.

“It’s where the big brands play,” said Chris Perry, the new vice president of marketing at General Motors, which is planning to air no fewer than five-different Chevrolet ads during the game, at a cost approaching $15 million.

(Marketing maven Marty Bernstein rates the Super Bowl auto ads. Click Here for the results.)

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“It doesn’t matter whether you are at home on the couch or in a bar somewhere with other people, you’re part of the culture. That’s where American culture is defined. You have to be there if you want to be part of the conversation,” said Perry.

Joel Ewanick, GM’s vice president of marketing, also said GM wants more exposure for its four surviving core brands — and is willing to pay for it. “We’re going to spend more on these brands,” he said.