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Volume 26 No. 207
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Porsche Is Latest Automaker Confirmed For Super Bowl LIV Spot

Porsche will market its first all-electric vehicle, the Taycan, in its first-ever Super Bowl ad
Photo: PORSCHE
Porsche will market its first all-electric vehicle, the Taycan, in its first-ever Super Bowl ad
Photo: PORSCHE
Porsche will market its first all-electric vehicle, the Taycan, in its first-ever Super Bowl ad
Photo: PORSCHE

Porsche in February will run its first Super Bowl ad as it "seizes on the year's largest TV audience to push" its first all-electric vehicle, the Taycan, according to E.J. Schutz of AD AGE. Volkswagen Group, which owns Porsche, has had a long history of running Super Bowl ads with Audi. But that "flagship VW brand" has not been in the Super Bowl since '14, and Audi and VW have "not confirmed if they will be" in the '20 game. The Super Bowl is "typically favored by mainstream car brands," like Toyota and Hyundai, and "luxury brands with scale," like Mercedes and Lexus. Porsche is the "third auto brand to confirm a Super Bowl LIV ad," following Hyundai and Kia (ADAGE.com, 11/25).

SPEND MONEY, MAKE MONEY: The WALL STREET JOURNAL's Suzanne Vranica writes Fox Corp.'s early Super Bowl LIV ad sellout contrasts with recent years when ad inventory has "taken longer to unload." Advertisers are paying up to $5.6M for 30 seconds of airtime, up from $5.3M in Super Bowl LIII. Despite the "steep price tag," the Super Bowl remains a "big draw for advertisers as TV ratings for entertainment programming continue to erode and consumers increasingly flock to non-ad-supported streaming services" (WALL STREET JOURNAL, 11/26).

GAME PLAN: SBJ's John Ourand writes after seeing Fox sell its 77th and final Super Bowl ad spot on Friday, he would have been tempted as a Fox exec to raise ad rates and approach the $6M mark. But rather than increase the number around the Super Bowl, Fox Exec VP/Sports Sales Seth Winter and his team convinced advertisers to buy time in other sports on the network. Winter: "The unit price already was so healthy, what we did was ask them for other considerations across the portfolio." Winter added it was more beneficial to the portfolio to fill other areas up than it was to get a couple of hundred thousand on a unit price (John Ourand, SBJ Media).