This Sunday, More than 160 million people around the world will tune in to the Super Bowl, the grand final of the American football league. This event is a golden opportunity for advertisers, who are willing to pay $7 million for 30 seconds of visibility on the television show of the year.
The automobile brands have always been present at this event, but this year marks the first time in more than two decades that the country's three largest manufacturers, Ford, General Motors and Chrysler (now Stellantis), will not participate. However, BMW, Kia, Toyota and Volkswagen will invest in advertising during the event, although advertisements from completely electric brands will not be seen.
BMW
BMW's announcement will feature the participation of renowned Hollywood actor Christopher Walken, who at 80 years old has participated in more than a hundred films and television shows.
Kia
For its part, Kia will promote its new flagship, the EV9, which could be the only electric car announced at the Super Bowl. This family SUV with up to seven seats, available in Spain for around 85.000 euros, is being a sales success in the United States.
Toyota
Toyota, official sponsor of the NFL, will promote at least two vehicles: the Tacoma truck and the new Land Cruiser all-terrain vehicle, which will arrive in Spain this summer. The ad will star Pushing Pistons content creator and quarterback Eli Manning.
Volkswagen
Volkswagen, for its part, will appeal to nostalgia to remember the phenomenon of the Beetle, of which more than five million units were sold in the United States. The final announcement is expected to combine cars from the past with current electric models, which could include the ID. Buzz.
A lot of money invested in advertising for this Super Bowl event... will it be worth it?