Record Audience to Make Super Bowl Advertisers’ Financial Efforts Worth While

Paying $3 million or more for a Super Bowl ad could be a stretch for automakers, even though the economic climate is slowly improving. However, according to New York advertising executives Peter Gardiner of Deutsch Inc. and Andy Donchin of Carat North America, a record audience is expected for this year’s game, which means that, overall, manufacturers might end up with a bargain.

With recent Super Bowls constantly surpassing forecasts for viewers, advertisers didn’t want to risk last minute premiums and bought their ads from New Corp.’s Fox in October.

“This is something we view as a very smart investment,” Scott Keogh, chief marketing officer of Audi of America, said in an interview. “This is our fourth Super Bowl, and every year has over-delivered.”

Advertisement prices peaked two years ago, when the average cost for a spot was $3 million and was marginally reduced in 2010 to about $2.97 million. For 2011, Fox may have charged more than $3 million for an ad, according to Needham & Co analyst, Laura Martin, who also estimates that the Green Bay Packers vs Pittsburgh Steelers game could generate up to $300 million in advertising sales, well over the $213 million recorded in 2009.

“Sunday, Feb. 6, 2011, will be the single highest-revenue generating day in the history of Fox,” Lou D’Ermilio, a spokesman for Fox Sports, said in an e-mail, while declining to comment on the actual rates.

The soaring audience numbers have attracted a record number of six carmakers, ordering airtime for nine brands during the game. Mercedes will be promoting its cars for the first time at the Super Bowl XLV, while BMW is back after a 15-year hiatus. Kia and GM are also on the list and, as a general rule, viewers can expect a plethora of creative, humorous ads, meant to deliver a so-called “cinematic moment”.

“You need to entertain and have some humor,” Keogh said. “You also need to tell a story. It’s a cinematic moment.”

So far, we have covered the efforts of Audi, Chevrolet, Kia and Volkswagen, but you can rest assured that there are plenty more clips to come in the next couple of days.

By Csaba Daradics

Source: Bloomberg

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Video: Kia Forte’s Design Explained by Peter Schreyer

Everyone has their own opinion on the Forte’s design but let's hear what the man behind the subcompact sedan’s styling, Kia’s Chief Design Officer, Peter Schreyer, has to say about the Korean carmaker’s latest creation. Schreyer moved to Kia in 2006 after working for more than a decade at Audi and VW. The German designer is best known for his work in Audi and chiefly for establishing the Bauhaus-inspired styling which is still evident in Audi’s line-up. Among the cars he is credited with are the previous generation Audi TT and the Volkswagen Concept-R roadster. Watch the video after the jump and tell us what you think. -Continued

Video: Kia Rolls Out Weird Teaser Ad of Soul Crossover

Kia is gearing up for the official presentation of its new subcompact crossover as in a few weeks time the Soul will make its worldwide premier at the Paris Auto. While the Korean automaker has already released images of the Soul, oddly enough, the teaser advert does not show the car at all. Instead, we see a bunch of creepy-happy wheels bouncing around a larger tire that supposedly represents the Soul. Weird to say the least. -Video after the jump

Foreign Automakers Review Relationships with Tunisian Partners, which...”happen” to be Relatives of the Ousted President

The looting of the Ferrari 599 GTB owned by former Tunisian president Zein al-Abidine Ben Ali and the smashing of cars owned by his relatives including a Ferrari California may have been eye-catching in an offbeat sort of way, but there are more important automotive-related stories coming out from Tunisia.

It has been reported by several news agencies that Tunisians are also destroying random vehicles made by Kia, Fiat, Porsche and other makers. The reason? Because the companies that distribute them are controlled by members of the ruling family. Now, in light of all the latest developments, many international automakers are reviewing their business ties to the extended family of Zein al-Abidine Ben Ali, according to the Financial Times.

The daily newspaper said that up until now, the country's car market, which totaled just under 60,000 units in 2010, was heavily regulated by its trade ministry that favored importers controlled one way or another by relatives of the former president or his wife, Leila Trabelsi.

Companies controlled or owned by the family members of the ousted presidential couple include:

-Ford, which sells cars in Tunisia through a company partially owned by Belhassen Trabelsi, the former president’s brother-in-law;

-Ennakl, a dealer for Porsche, Volkswagen, Audi, and Seat controlled by Mohamed Sakher al-Materi, the president’s son-in-law;

-Kia, which distributes its models through City Cars, part of the El Materi Princess Holding, another company controlled by the former president’s son-in-law, Mohamed Sakher al-Materi;

-Le Moteur, which acts as an importer for several companies including Mercedes-Benz and Fiat, and is owned by Marouane Mabrouk, the deposed president’s son-in-law;

-Peugeot, which is represented by Stafim, a company in which Mehdi Belgaid – said to be engaged to Halima Ben Ali, the former president’s daughter – owns a stake;

Some carmakers such as Audi have stopped exporting their cars to the country because they are not sure if they would clear customs as well for their safety once they arrive on the dealer lots. The financial daily quoted Audi as saying; “We will have to look at whether we can continue doing business with this partner and whether they are the right partner for us. ”

Ford said it also looking into the matter and reassessing ties with its Tunisian importer, while Mercedes-Benz said it found no wrongdoing on behalf of Le Moteur but will monitor the situation. A Peugeot spokesman said the automaker will wait to see what the new government will do with companies associated with the president's family.

Other carmakers, including Kia and Porsche, said that for the time being, they will continue to do business as usual with their partners. Porsche in particular said it has no plans to change its arrangement with Ennaki “as long as the company is operational and paying for cars”.

The newspaper said that Fiat "would not comment on its business in Tunisia, or its local partner."

Source: Financial Times

Kia Takes on Time Travelling with New Super Bowl Commercial for 2011 Optima

This year's Super Bowl is just around the corner and automakers are getting ready to spend millions of dollars to draw the attention of buyers. For a second year in a row, Kia will be present at the event with a full marketing campaign incorporating TV, digital, print and social media as well as in-dealership components, all focusing on the 2011 Optima midsize sedan.

The highlight of the campaign is a new 60-second spot that will air in the first quarter of Super Bowl XLV titled “One Epic Ride”. According to the company, the ad shows people across space and time "from a police officer and an international villain to aliens and an ancient chief" trying to get their hands on the all-new Optima, which "becomes an object of desire even for Poseidon", the Greek god of the sea.

“2010 was a historic year for Kia, including our best-ever U.S. sales and our first Super Bowl commercial, and it was an easy decision to return to the game this year to build on the brand’s momentum with the arrival of the all-new 2011 Optima,” said Michael Sprague, vice president, marketing & communications, KMA. “The first phase of the Optima launch promised that this vehicle is ‘not your average midsize sedan,’ and we knew we had to deliver something big for this year’s Super Bowl to give this eye-catching vehicle the attention it deserves, while at the same time generating fun and genuine interactions with consumers before, during and after the Super Bowl.”

The South Korean automaker said it will extend the campaign by giving away up to five new Optimas through its “One Epic Contest,” a game in which consumers will have to solve a series of puzzles using clues found in pre-Super Bowl and game day advertisements and social media postings.

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2012 Kia Picanto: HD Photo Gallery and Official Brochure of South Korean Model

As pointed out by a Carscoop reader in a previous post, Kia has released images of the domestic market version of its Picanto city car, which will be sold as the Morning in South Korea. From the looks of it, there won't be any notable differences between the local and European market specification Picanto, which will receive its world premiere at the Geneva Salon in the beginning of March. You can read our previous post for more details including the powertrain options here. For the high resolution image gallery and the official brochure of the KDM Morning, follow the jump below.

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