The auto industry spends a small fortune on advertising during the Super Bowl. Some industry folks even think of the game as the second-largest auto show in the United States.
And it doesn’t come cheap. According to Ad Age, a 30-second advertising unit cost between $4.6 million and a bit more than $5 million.
For 2015’s game, six auto manufacturers spent $96.8 million to air 11 minutes of commercials for nine car brands. And that was less than the $113.4 million spent by nine automakers on 13.5 minutes of commercials for 11 brands in 2014, but still the most time and money allotted to any one category of Super Bowl XLIX advertiser.
The following is the tally for seven carmakers that spent a total of about $90 million for nine minutes of Super Bowl 50 advertising.
Hyundai/Kia ran three ads, one of which was a 60-second spot for Kia (the “Walken Closet”). At $5 million per unit, that’s $20 million. Hyundai’s U.S. division also signed a deal with the NFL last year giving the company the right to use NFL logos in its advertising and on its cars. That cost $50 million for four years.
According to Kelley Blue Book (KBB), searches on its website for the Kia Optima increased by 496%. The jump for the Hyundai Genesis was 400% and for the Hyundai Elantra 110%. Searches on the Kia brand were up 110% and searches on the Hyundai brand were up 18%.
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