Car companies pour 'tons of money' on advertising at the Super Bowl

on

 More than 100 million people watch the Super Bowl every year is an attractive number that makes car companies not afraid to spend millions of dollars advertising at this event.

Super Bowl - the annual American rugby championship match attracts hundreds of millions of spectators. And on the only Super Bowl night of the year, each 30-second commercial can be worth millions of dollars. Therefore, those are also the top investment ads of the firms.

First of all, how much does each ad cost?

In 2021, Dan Lovinger - executive vice president of ad sales for NBC, which broadcasts the Super Bowl - says that in 2022, a 30-second ad will cost $6.5 million. And a recent press release also from NBC shows that such a show costs $ 7 million . In fact, advertising costs have skyrocketed in the past few years, when the number is only $ 5.5 million in 2021.

Which car companies have poured money into Super Bowl 2022, and how much?

The multi-million dollar price tag did not stop six automakers as well as two online car retailers from paying for it. In particular, the majority of advertising is electric vehicles.

BMW

The German luxury brand is very serious with the new electric SUV iX when not only spending at least 13 million USD for a 60-second ad, but also hiring veteran actor Arnold Schwarzenegger and beautiful Salma Hayek to participate. . The two stars play the gods of Greek legend but embody a lavish California lifestyle where electrochemistry seems to be everything.

General Motors (Chevrolet and GM)

Of the $35 billion committed to developing electric vehicles, the American automaker spent $32 million on advertising at the Super Bowl. In fact, General Motors (GM) ran two different ads, one minute-long for the Chevrolet Silverado 2024 electric pickup, and a one-minute-long version of the Austin Powers comedy to showcase the vehicle's platform. electric Ultium with the arrival of Silverado EV, Hummer EV and Cadillac Lyriq.

That

The Korean automaker not only demonstrated the new electric crossover model EV6 but also introduced the idea of ​​two-way charging. The one-minute ad cost Kia at least $13 million , in which a robot dog chased after an EV6 model, but in the middle of the road, the robot animal ran out of battery. The driver of the EV6 charged the robot dog with the electric vehicle's two-way charging.

Nissan

The Japanese automaker's one-minute commercial highlights the performance and style of the Nissan Z sports car, starring a host of Hollywood actors and action sequences from a blockbuster movie. In particular, the electric car model Nissan Ariya 2023 also appeared briefly. The amount that Nissan has to spend is at least 13 million USD , not including the remuneration for the cast.

Polestar

The Swedish automaker's 30-minute ad for the Polestar 2 electric car also cost them at least $6.5 million . The Tesla Model 3 competitor starts at $ 59,900 and can run 442 km per charge.

Toyota

A rare advertisement for a car using an internal combustion engine at Super Bowl 2022 is from Toyota. The one-minute film introduces the new generation pickup Toyota Tundra with the appearance of veteran star Tommy Lee Jones and some other familiar faces. The Japanese company had to spend at least 13 million USD .

Vroom and Carvana

Two online auto retail giants also poured money into Super Bowl appearances. A 30-second music-themed Vroom ad costs at least $6.5 million .

Carvana's ad is also true for 30 seconds, centered on the Mini Cooper SE, with a woman getting excited about the experience of buying a car from the online retailer.

How effective is advertising at the Super Bowl?

In total, automakers spent at least $110 million on advertising at this year's event. If production costs and actors' compensation are included, the number is even higher. This proves the attractiveness of the tournament for car brands.

With more than 100 million people watching this event every year, the Super Bowl is still a place where many automakers are not afraid to spend money to increase their presence with American customers. Maybe many viewers only watch rugby, there are still many others who look forward to the advertising footage of car manufacturers.

Effectiveness is demonstrated by data provided by Edmunds . After a 30-second commercial at the Super Bowl, viewer traffic for the Polestar 2 model increased by 1,732 percent, or for the Nissan Z by 3 percent.

See more:

Comments

Post a Comment