Too much or worth the price?
Super Bowl LIII is less than one month away. As expected, many of the world’s biggest brands are lining up to spend millions of dollars for a commercial spot, and one of them is Audi. The automaker has just announced that 2019 will mark the tenth year it has been an advertiser during the big game scheduled for Sunday, February 3. This year’s 60-second spot will air during the second quarter.
"We're returning to the biggest advertising stage to let America know that electric has gone Audi," said Loren Angelo, vice president, Marketing, Audi of America. "Last fall, Audi introduced its first all-electric production e-tron SUV followed by the e-tron GT concept debut at the LA Auto Show, signaling an aggressive push into electrification. The big game is a perfect platform to continue the momentum."
Yep, electrification will be the commercial’s focus and the single teaser image released shows the e-tron SUV, e-tron GT concept, and the also upcoming 2020 e-tron Sportback. The production-spec e-tron GT is slated to arrive in 2021. It’s no coincidence that Audi is pushing its new e-tron-brand vehicles during the biggest game of the year because according to its estimates, nearly 30 percent of its US customers will be driving electric vehicles by 2025. But how much is Audi spending on this 60-second spot? A lot more than any of us could ever afford.
The automaker has not announced the final price tag, but according to a 2018 report from Business Insider, the cost of a Super Bowl commercial is in excess of $5 million for a 30-second spot. To put this into greater perspective, the Super Bowl has generated some $5.4 billion in ad spending in over the past 52 years. With an audience numbering in the tens of millions, advertisers clearly realize the Super Bowl is more than worth a good chunk of their annual budgets.