Don’t expect to see as many car ads during the Super Bowl this year, as many of the manufacturers have opted to spend their advertising money elsewhere after seeing that the price tag for a 30 second spot will run them approximately$4.5 million.
Among those planning to sit on the sidelines next Sunday will be Chevrolet, which announced that it “doesn’t have message or the vehicle launches this year that merit that merit an appearance during the big game. In addition, Acura’s chief marketing officer aTim Mahoney stated that, although “the Super Bowl is a great opportunity to reach a lot of people, the audience is the wrong one for its new NSX sports car, which is expected to retail for over $150,000 when it hits the marketplace this summer. In addition, the company chose to launch its marketing campaign for the ILX sedan during last week’s AFC Championship game after signing a multiyear deal that gives the company a greater presence there than at the Super Bowl.
Another glaring omission will be Volkswagen, who despite its huge success with 2011’s Darth Vader kid commercial for Passat, has also decided it can get “more bang for the buck,” elsewhere.
So far, six brands — BMW, Kia, Lexus, Mercedes-Benz, Nissan and Toyota — are expected to run spots during the game, which airs Feb. 1 on NBC. Last year, 11 auto brands ran commercials during the game.
For a cost of about $4.5 million for 30-second commercials during the game this year, Acura determined it could get more bang for its marketing dollars elsewhere, Accavitti said.
Volkswagen, which had a huge Super Bowl hit with the Darth Vader kid in 2011, is also passing this year, due to “other priorities.”
“Volkswagen is a great fan of the Super Bowl, and it has been a strong platform for the brand and our campaigns,” spokeswoman Jeannine Ginivan told Automotive News. “However, we have opted to not participate due to other priorities and initiatives across all platforms for 2015.”
In fact, more and more automakers are turning to the internet, including YouTube to get their messages across. This however, is not to say that some will not be taking advantage of both forums to increase exposure. In fact, Nissan will be making its first appearance at the SuperBowl since 1997, in an attempt to overcome Honda in US sales this year. In addition, BMW is hoping that its Super Bowl ad will do a lot to spark American interest in its i3 electric vehicles. Fans can also expect to see some interesting ads from Lexus, Mercedes-Benz, Toyota and Kia on February 1.