BMW Group has announced that after a four-year hiatus it is returning to the premier advertising event in the Western World: The Super Bowl.
DETROIT, MI - BMW Group has announced that after a four-year hiatus it is returning to the premier advertising event in the Western World: The Super Bowl.
The German carmaker has bought a 60-second spot in Super Bowl XLIX, during which it will show off its i3 electric vehicle, pictured above.
"As one in three Americans will tune in to watch the Super Bowl, we are thrilled to use this platform to educate viewers on the importance of electric mobility," Trudy Hardy, BMW of North America's vice president of marketing, said in a release. "Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy."
According to AdWeek, BMW so far joins Kia, Nissan, Toyota, Lexus and Mercedes-Benz among automakers planning to buy big-ticket air time during the Super Bowl, set for Feb. 1 at 6:30 p.m. in Glendale, Ariz. The New England Patriots are taking on the Seattle Seahawks, the 2014 defending champs.
NBC is charging a handsome $4.5 million for just a 30-second spot during this year's game, according to Variety. That represents about a 12.5 percent rise over the price of ads charged by Fox for last year's Super Bowl.
Domestic automakers so far appear to be sitting tight, at least on announcing any plans for the big game, or have opted not to advertise at all, as is the case with General Motors. The Detroit News reports that GMC, Buick, Chevrolet and Cadillac all plan to pass-up on airing commercials during the 49th Super Bowl. Chevrolet, however, will sponsor the Most Valuable Player of the Game, and award the winner a new Colorado pickup.
David Muller is the automotive and business reporter for MLive Media Group in Detroit. Email him at dmuller@mlive.com or follow him on Twitter