Hyundai Motor Co. (005380), which used Super Bowl commercials in 2009 and 2010 to tout a restyled U.S. lineup, will make a seventh straight appearance on the game broadcast that draws more than 100 million viewers.
South Korea’s largest carmaker will show two 30-second advertisements during the Feb. 2 game, in the first and fourth quarters, Steve Shannon, the company’s vice president of U.S. marketing, said today in an interview in New York. The ads will promote the redesigned Genesis luxury sedan and a modified Elantra small car, he said.
“There is nothing like it for the advertising,” Shannon said of the National Football League championship game. “If it didn’t exist, you’d have to invent it.”
The Super Bowl is the single-most-viewed U.S. television broadcast of the year, giving companies an opportunity to show their most attention-grabbing advertisements. In February of this year, the Super Bowl shown by CBS Corp.’s network drew almost 109 million viewers, and the two previous games each drew about 111 million viewers.
Twenty-First Century Fox Inc. (FOXA)’s broadcast network will show this year’s game, which will be played at MetLife Stadium in East Rutherford, New Jersey. Fox Sports on Dec. 4 said all commercial spots for the game are sold out, a month earlier than for the previous Super Bowl.
Shannon didn’t say how much Seoul-based Hyundai is paying for its commercial time. “It is the single biggest” advertising expense of the year, he said, without elaborating.
Hyundai’s U.S. sales unit is based in Costa Mesa, California. The company’s shares rose 0.4 percent to 230,000 won at the close in Seoul, and have gained 5.3 percent this year.
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