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Automobile industry

Auto Industry Returns to Super Bowl Advertising

Strategic Insights

— 1 min read

Michigan State University faculty will gather for the 14th consecutive year to rate this year's Super Bowl commercials, with a stronger presence of auto industry ads expected, including Hyundai, which will run more ads, and Mercedes, which will air its first-ever Super Bowl ad. The faculty will use electronic technology to rate the ads for the first time, viewing results in real-time. Last year, a Google commercial about a long-distance relationship received the top grade, while a commercial for political unknown Rick Snyder during the 2010 Super Bowl launched his gubernatorial campaign.

Key Takeaways:

  • The auto industry is expected to have a stronger presence during this year's Super Bowl XLV with 15 commercials scheduled, including Hyundai and Mercedes.
  • General Motors is purchasing five 30-second commercials, marking the first time since its 2009 bankruptcy that the company has bought Super Bowl airtime.
  • MSU faculty will use electronic "clicker" technology to rate the ads, viewing results in real-time, rather than traditional pencils and pads.
  • A commercial for Google that told the story of a long-distance relationship earned the top grade from MSU professors in last year's Super Bowl commercials.
  • A commercial for Rick Snyder during the 2010 Super Bowl launched his campaign for governor.

Statistics:

  • 15 commercials are scheduled by auto companies, including Hyundai and Mercedes.
  • The cost of 30 seconds of airtime can be as much as $3 million.
  • General Motors is purchasing five 30-second commercials.
  • The MSU faculty will be using electronic "clicker" technology to rate the ads.
  • Last year, a commercial for Google earned the top grade from MSU professors.

Sources:

  • "MSU Faculty to Rate Super Bowl Commercials, Predict Stronger Presence by Auto Industry." [Michigan State University](https://news.msu.edu/campusλίου/2011/01/27255/) Jan. 26 2011.
  • "General Motors to Air Five Super Bowl Commercials." [Automotive News](https://www.autonews.com/article/20110126/ANN-39999?internalId=ann-39999) Jan. 26 2011.

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