SBD/November 30, 2010/Marketing and Sponsorship

Audi Of America Will Air Fourth Straight Super Bowl Commercial

Audi Will Concentrate Nearly 70% Of Its Media Budget For The A8 On TV During '11
Audi of America yesterday formally announced that it will advertise during Super Bowl XLV on Fox. The commercial, which marks Audi's fourth consecutive time advertising during the Super Bowl, will air during the first quarter of the Feb. 6 game. The spot will be produced by Venables Bell & Partners, S.F. (Audi). In a cover story for AD AGE, Andrew Hampp reports Audi of America is "aligning its entire 2011 TV marketing calendar" around Sundays, which has "snuck up as the new mass-reach day for live awards shows and major sporting events." As part of its Sunday strategy, Audi will "concentrate nearly 70% of its media budget for its A8 model on TV during 2011 with its ongoing sponsorship" of the NFL, its Super Bowl XLV ad and an "increased investment in Sunday-morning news programming as well as Sunday prime-time programming." Audi also will "continue advertising during NCAA football." Audi of America CMO Scott Keogh contends that advertising during the Super Bowl has "done more to help the company position itself as a challenger brand than any other media vehicle, citing research that showed Audi's national consideration level among prospective auto buyers before last year's Super Bowl buy was at 40%, but jumped to 58% after the game." He said, "We had 1,300 to 1,400 more people in our showrooms than we did before the Super Bowl. Just like Americans don't go to unknown restaurants or country clubs, they go to known brands." Heading into '11, Keogh and his agency partners at MediaCom are "looking to boost the Audi media budget by as much as 20% with a heavy reliance on traditional media and big events to do the heavy lifting" (AD AGE, 11/29 issue).
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Marketing and Sponsorship, Audi, Fox, NFL

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