Audi Buying Ad Time On 2009 SuperBowl. Should They?

After tremendous consumer and critical reaction to its "The Godfather"-inspired ad in Super Bowl XLII, Audi of America today announced it has purchased a 60-second slot to advertise in the first quarter of Super Bowl XLIII.

Last year's Super Bowl ad was the first in nearly 20 years for the company. The spot's unique creative elements scored big points with viewers. According to Collective Intellect and Nielsen Buzz Metrics, Audi was the number two Super Bowl advertiser in total buzz after the game. In the months following the game, traffic to www.audiusa.com increased almost 200% and the Audi R8 became the top search term on Google immediately following the ad's airing.

"Last year's Super Bowl ad put old luxury on notice that Audi was setting the new standard in the American luxury market," said Scott Keogh, chief marketing officer, Audi of America. "With this spot, we plan to build on the success we've enjoyed in 2008 to make 2009 a year of progress and market momentum for the Audi brand."

Audi experienced a record year for sales in 2007. In 2008, despite the worst sales climate in nearly 25 years, Audi has increased market share against other imported luxury brands to 8.6%, up from 6.2% just 12 months ago.

Audi's advertising agency, San Francisco-based Venables Bell & Partners, created the ad.

njsidekick3 - 12/10/2008 3:54:08 PM

-5 Boost

Yup. but PLEASE dont show that UGLY S5 droptop, The S5 Coupe only... please...

Agent001 - 12/10/2008 4:32:24 PM

+1 Boost

But is it money well spent?

Especially at THIS time.

It is proven that most ads on the SuperBowl don't work and are more of an ego stroke for the overpaid executives of these companies.

001

ThierryHenry14 - 12/10/2008 4:57:35 PM

+6 Boost

001:
"It is proven that most ads on the SuperBowl don't work"

article:
" Audi was the number two Super Bowl advertiser in total buzz after the game. In the months following the game, traffic to www.audiusa.com increased almost 200% and the Audi R8 became the top search term on Google immediately following the ad's airing."

It sounds like it worked out for Audi, so they are trying to build on their success...

Agent001 - 12/10/2008 5:13:34 PM

-5 Boost

Are you kidding?

3 Million for that?

Their website gets less traffic than us so to double it is good but they could have done that for a LOT less than 3 mill!

If they give us 3 mill, we'll increase their website traffic 5 times over.

001

Agent001 - 12/10/2008 5:22:40 PM

-1 Boost

It's also not hard to get people excited about an R8 type vehicle but will they get the impact from an ad that just features a regular car?

001

Agent001 - 12/10/2008 5:25:31 PM

-3 Boost

Show an A4 diesel hybrid that gets 80MPG on the SuperBowl and people would go crazy but just show an 09 A4 and I'm not so sure the return will be there for the money.

I DO like taking chances but this is HIGH stakes poker!

You can win big or lose big!

001

ThierryHenry14 - 12/10/2008 10:11:56 PM

+3 Boost

3 Million for that... yes, that is good.

But the point is, they got the money, and they can spend it...If you feel you could do better, than do it...

100octane - 12/12/2008 7:54:21 AM

+1 Boost

"Their website gets less traffic than us so to double it is good but they could have done that for a LOT less than 3 mill!"

only very few people visit the audi site at least twice a day to see if there is a reply or if there are any news to report, i would suggest. you visit it once to see the site in general or a new car.

totally different user behaviour and a stupid comparison

Need4Speed - 12/10/2008 4:21:15 PM

+7 Boost

Nope!...because the sky is falling and we should be huddling the women and children beacause the "Recession" is coming...give me F---ing break!

IamEvilHomer - 12/10/2008 4:30:58 PM

+5 Boost

with the recession Audi is buying Ad time during the Superbowl for 60 food stamps anyway. i think it is a good buy

JMB1013 - 12/10/2008 5:19:59 PM

+6 Boost

Um....Yes. They have the money and advertising is good.

AudiA6Drvr - 12/10/2008 6:06:59 PM

+4 Boost

If they have it to spend, go for it. Besides, this is Audi's chance to gain more share in a segment usually controlled by BMW/MB. Super Bowl is the highest rated program there is and millions of people will be watching. Overall spending is down, but that doesnt mean that there arent people who are going to be buying a luxury sedan and cross shop these three cars. Smart move.

BondMI6 - 12/11/2008 12:51:22 AM

+1 Boost

They should pay half (1.5mil) for their spot due to today's enviroment AND if it were up to me (which it should be) I would have the new S5 Cab and new S4 be the stars. Maybe pit the S5 Cab vs. the 335i Cab and the new S4 vs. the 335i sedan in some kind of competitive theme (similar to last years "Godfather")and also emphasize both are under 60k and have fuel efficient engines AND are much more rare(unique)than their rivals. What do you think 001?

BondMI6 - 12/11/2008 12:53:44 AM

+3 Boost

Oh and 009, whose butt is that on your Avatar anyways?

I certainly don't remember seeing THAT when I picked up my new Audi S4......lol

chewy - 12/11/2008 1:23:23 AM

+3 Boost

I think Audi will continue with last year's concept of brand creation. They liked the results, so it makes sense for this year.

2ndbimmer - 12/11/2008 2:06:51 PM

-2 Boost

No, they shouldnt because people will talk MORE about Audi that they did not have a new commercial. free advertising by word of mouth.

S4cabriofoxone - 12/11/2008 11:54:57 PM

+1 Boost

???

They should do it.

Really, why not? If they can do it, they should. The Super Bowl is only the most-watched program on television in America (notice how it destroyed Janet Jackson's career), so I think they would get SOMETHING out of it.

bgagliano - 12/11/2008 10:14:32 PM

0 Boost

No.