• Jan 16th 2008 at 1:37PM
  • 12
The economy appears to be swooning, and before we land softly (or crash hard), company's have begun to circle their wagons and reduce unnecessary spending. This often translates directly into reducing advertising budgets. It's tough for an automaker to skimp on engineering and we've all seen what happens when beancounters design an interior. Advertising, however, is low-hanging budgetary fruit. Hyundai's concern over the U.S. economy is a motivating factor in the automaker's move to reconsider its pricey Super Bowl advertising.
Hyundai announced in October that it would be burning $5.4 million dollars for a mere minute of TV air time, committing to two spots during the February 3rd broadcast. Now, Hyundai's Chris Hosford tells Automotive News that they're looking at the strategy and asking themselves if that's the best use of their ad budget for the first quarter. Superbowl spots are usually expensive to produce, too, as the commercials stand a chance of garnering more banter on February 4th than the actual game does if they're interesting. Hugely expensive airtime and humongous charges from their agency all for just a minute of TV? Yeah, we'd be taking a second look, too.

That brings the total number of automakers advertising during the Super Bowl down to three: Chevy, Audi and Toyota. Oh yeah, we'll be watching.

[Source: AutoNews - sub req]


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  • 12 Comments
      • 7 Years Ago
      I applaud Hyundai for not falling into the dark traps of what has consumed most of America into spending more money then they either have or should.
      • 7 Years Ago
      superbowl ads are overrated, just like the game itself in general.
      • 7 Years Ago
      That is the right choice in my mind for hyundai to back out of the superbowl ad's I have always felt that they where a waste of money anyways the price you pay for such little time is insane.
      • 7 Years Ago
      Plus this year's superbowl will likely be a snooze fest with the Patriots beating any team they face. Steps to have NFL parity seems to have failed.
      • 7 Years Ago
      w00t, I can't wait for the R8 ad, though I'm curious how The Godfather theme will play out.
        • 7 Years Ago
        god.. SPOILER ALERT, please.
      • 7 Years Ago
      This is even funnier considering the "rich-off" post-NAIAS conversation two Hyundai guys (their bags had corporate Hyundai luggage tags) were having with a third guy yesterday in the Northwest Club lounge at DTW. Babbling on about "affordable" $10,000 watches, fast boats, and homes in the $3 million range.

      Guess Hyundai needs to save some $$ to keep these guys happy.
        • 7 Years Ago
        What sort of dork has a "corporate luggage tag"? All business people were bullied in school (by future traffic cops).
      • 7 Years Ago
      Public relations and Government affairs are two giant sucking sounds for any corporation. They are always near the top of the list when expenses need to be cut.
      • 7 Years Ago
      What would Pat Goss do ?

      • 7 Years Ago
      I think it was Jack Welch that said when business starts to fall off, the last place you cut expenses is marketing.