• Jan 29, 2009
During this Sunday's Super Bowl, the Big Three automotive advertisers will be Hyundai, Audi and Toyota, not Ford, GM and Chrysler. In fact, the Detroit Three will be completely absent from the proceedings for the first time since 2001. At a going rate of $2.8 million to $3 million per 30-second spot, we can't say we blame them for sitting this one out. Granted, they'd get roughly 200 million eyeballs for their ads, but with every American citizen watching each and every personal -- and governmental -- expenditure, it would be hard to justify buying the spots.

Although the bailout has created a circus-like atmosphere around the Detroit Three's checkbooks, GM for one, had decided as far back as last September not to advertise during Sunday's game, even though Cadillac is a presenter. Ford thought it unreasonable as well. So what will we see in place of Howie Long and Mike Rowe? How about Jason Statham pitching the new Audi A6, Transporter style. Hyundai will be pushing the North American Car of the Year award-winning Genesis, reminding people of the company's buy-it-back program if they become unemployed. Sounds good, but we wish they wouldn't have banned the Danica ad.

[Source: Automotive News - Sub. Req.]


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    • 1 Second Ago
  • 54 Comments
      carboy55
      • 10 Months Ago
      Whaaaat? What game did you watch? Chevy truck ads to "You sexy thing" and Bob Dylan's bizarre "Nothing more American tha America" to name a couple.
      hokey1771
      • 10 Months Ago
      This article is dated Posted Jan 29th 2009 5:29PM
      Mel Stark
      • 10 Months Ago
      My next vehicle is a non-bailout Ford or KIA. Chrysler and GM STILL owe us money.
        imDanielle2
        • 10 Months Ago
        @Mel Stark
        Ford owes U.S. taxpayers nearly 7 billion dollars right now and you idiots keep repeating lies thinking that somehow become the truth! Ford is the company that lobbied for the bailouts to happen idiot! I support all 3 of the automakers involved in the bailouts but some of you clowns cannot read and be honest about anything!
          rknst
          • 10 Months Ago
          @imDanielle2
          The money Ford received was not bail out money, they borrowed money to up grade their factories.No different than you borrowing money to upgrade your home.That's the difference.GM & Chrysler actually went bankrupt.Ford was not bankrupt but they did 5 billion to upgrade their factories.HUGE difference.
      William
      • 10 Months Ago
      Someone must have gotten an early start on the beer, they didn't see Ford's double commercial in the very beginning or the Chevrolet Silverado commercial hauling the horned hereford bull across the country to meet some much needed cows. By the way the back bumper sticker on my truck says " Ford built without your tax dollars" need I say more !!
        Byron
        • 10 Months Ago
        @William
        William see imDanielle2 reply above US gave money to all car companies, ether at state level or federal. Don't let people think you are uninformed take sticker off truck. Glad you buy American.
      • 5 Years Ago
      Wow, Toyota's burning cash.
      • 5 Years Ago
      Too much pride in a certain brand = bad news for business.
      For once, common sense prevailed.
      • 5 Years Ago
      Sounds like this is more because SB ads aren't worth it, at least for the Big 3. The one good ad GM made, they felt forced to issue an apology. $3 mill for 'same old same old' isn't worth it.

      If it was gauged to be worth the investment, they would actually be remiss to not advertise, though. Businesses have to spend money to make money. Fact of life.
      • 5 Years Ago

      They'll spend the savings on Congressional campaign contributions.
      • 5 Years Ago
      'Granted, they'd get roughly 200 million eyeballs for their ads, but with every American citizen watching each and every personal -- and governmental -- expenditure, it would be hard to justify buying the spots.'

      And we're going to see the ad over and over again anyway on tv at all other times so why bother?
      • 5 Years Ago
      hmm,
      maybe not all of the Big Three, but Ford should have paid for a time slot... they should show the new Taurus and Taurus SHO (i know its not confirmed) and have the viewers go to some sort of website to see more pics and sign up for one!

      • 5 Years Ago
      is that a new A6, or a facelifted version? the taillights are much more like the A4 and A5. i didn't realize it was time for a new A6.
      • 5 Years Ago
      Even though they just got a loan from the government, and everybody is watching them, they still need to market their products. Advertisement is an investment, not pointless spending. They need to show the public the cars that are coming out. This should have been the Camaro's, Volt's, Cruze, New Fusion, and Taurus SHO's Super Bowl. They are just being overprotective of their reputation's and not thinking about their business model at all. Stupid. Now they are going to get beat by Hyundai. HYUNDAI? for chr_st's sake.
        wop
        • 10 Months Ago
        FORD.......did NOT take a bail-out. That's why there is one in my driveway.
          Lincoln
          • 10 Months Ago
          @wop
          Not true. Ford DID take a $5.9B loan in 2009 from the Dept of Energy, at 3.75%, when no other institution would give them a loan. Without that loan, they would have fallen into the same circumstances as GM and Chrysler. I call that a bailout.
          rknst
          • 10 Months Ago
          @wop
          @wop bought my first Ford 2 months ago and happy I did.
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