Jaguar Set To Make Super Bowl Advertising Debut With Spot In Second Half

Jaguar this morning in N.Y. announced that it has bought Super Bowl advertising for the first time and will use it to help launch its F-Type Coupe. Jaguar said it purchased a 30-second spot in the second half of Fox' Feb. 2 broadcast of Super Bowl XLVIII and added its U.S. sales were up 36% this year. The creative will highlight "British Villains." The asking price for ad time on the telecast is estimated at around $4M. While it will be Jaguar’s first time in the Super Bowl, auto brands are normally among the game’s biggest advertisers. Chevy and Hyundai, which is in for the seventh straight year, are known Super Bowl XLVII advertisers. Last year’s Super Bowl ad roster included Chrysler, Hyundai, Kia, Lincoln, Mercedes, Toyota, Volkswagen and Cars.com.