Automakers - keeb kwm ntawm Super Bowl tshaj tawm tshaj tawm - feem ntau hla dhau hnub Sunday kev sib tw NFL kev sib tw los khaws nyiaj ntsuab lossis siv nyiaj tshaj tawm rau lwm qhov.
Tsuas yog cov neeg tsim tsheb yuav tsum tshaj tawm thaum hnub Sunday kev ua si ntawm Philadelphia Eagles thiab Kansas City Chiefs ntawm Fox yog General cov Motors lwm yam, Kia and Hnub qub' Ram thiab Jeep hom. Porsche tau hais tias nws yuav tshaj tawm qhov chaw sai sai ua ntej qhov kev ua si hauv kev koom tes nrog paramount.
Qhov kev tawm tsam dav yog qhov hloov pauv sai ntawm ib xyoos dhau los, thaum kev lag luam tsheb sawv cev rau ntu loj tshaj plaws rau Super Bowl tshaj tawm, ntawm $ 99.3 lab, raws li Kantar Media's Vivvix. Tag nrho cov ntawd tau nce los ntawm ntau dua $ 30 lab los ntawm 2021, thaum lub vev xaib, xov xwm thiab cov tuam txhab ua yeeb yaj kiab tshaj tawm kev lag luam.
Kev poob qis hauv tsheb tshaj tawm xyoo no los ntawm cov neeg tsim tsheb nqis peev billions nyiaj hauv tsheb hluav taws xob los yog sim khaws cov nyiaj ntsuab hauv kev npaj rau kev lag luam poob qis. Cov tuam txhab tseem tab tom sib ntaus sib tua los ntawm cov teeb meem saw khoom.
Tus nqi nruab nrab ntawm kev lag luam 30-thib ob hauv lub xyoo dhau los Super Bowl yog $ 6.5 lab, nce ntau dua $ 2 lab tshaj 2016 tus nqi. Tus nqi tam sim no nce txog $ 7 lab, raws li Kantar Media.
Eric Haggstrom, tus thawj coj ntawm kev txawj ntse kev lag luam rau Advertiser Perceptions, hais rau CNBC tias "Qhov no muaj tsawg dua ua nrog Super Bowl nws tus kheej thiab ntau ntxiv rau cov teeb meem ntawm tus kheej hauv kev lag luam tsheb," "Kev lag luam tsheb tau raug cuam tshuam los ntawm cov teeb meem ntawm cov khoom siv, kev noj nyiaj txiag rau cov neeg siv khoom siv nyiaj txiag, thiab nce cov paj laum uas tau ua rau cov tsheb them nqi kim dua."
Haggstrom tau sau tseg ntau tus neeg tsim tsheb tau rub rov qab siv nyiaj tshaj tawm hauv xyoo tas los no - qhov tshwm sim ntawm cov khoom lag luam tsawg dua los muag vim cov khoom muag nruj los ntawm cov teeb meem xa khoom thaum lub sijhawm muaj tus kabmob coronavirus. Cov neeg tsim hluav taws xob tshiab kuj tau ib txwm tshaj tawm tsawg dua, lossis tsis yog, raws li lawv sim ua raws Tesla tus qauv tsis pub tshaj tawm, Haggstrom tau hais.
Yim lub npe tsheb lossis tuam txhab lag luam tshaj tawm thaum xyoo tas los Super Bowl, suav nrog cov tuam txhab xa rov qab GM thiab Kia. Embattled tsheb retailers Carvana thiab Vroom tshaj tawm thaum xyoo tas los qhov kev ua si ntawm cov ntaub ntawv siv tsheb tab sis tsis rov qab los rau xyoo no. EV startup Polestar, uas tau ua tiav nrog kev tshaj tawm xyoo tas los, tsis tau teb tam sim ntawd rau ntau qhov kev thov rau kev tawm tswv yim.
Rau 10th xyoo sib law liag, nws pib accessory tuam txhab WeatherTech yuav tshaj tawm 30-thib ob. Lub tuam txhab nyob hauv Illinois yog lub lag luam tsheb ua haujlwm ntev tshaj plaws rau kev tshaj tawm hauv lub sijhawm Super Bowl.
Cov uas tau tshaj tawm hais tias lawv tab tom siv lub sijhawm los mus cuag cov neeg raug ntes uas xav tias yuav nyob ib puag ncig 100 lab tus neeg saib. Qhov kev ua si yog keeb kwm ib qho ntawm cov xwm txheej tau saib ntau tshaj plaws ntawm lub xyoo, muab cov neeg tshaj tawm txoj hauv kev los nqis peev rau cov neeg saib thaum tsis muaj cov neeg mloog hauv TV.
GM's 60-thib ob ad hnub qub neeg ua yeeb yam thiab neeg tuaj dab ros Will Ferrell tsav GM EVs los ntawm nrov Netflix cov yeeb yaj kiab thiab cov yeeb yaj kiab los txhawb cov kev pabcuam streaming uas yuav los tom ntej kom suav nrog ntau dua EVs hauv nws cov khoom tsim tawm.
"Nws yog lub sijhawm loj," GM CMO Deborah Wahl tau hais rau cov neeg sau xov xwm thaum tham luv luv txog nws qhov kev tshaj tawm. "Yuav ua ib yam dab tsi zoo li no txawv heev."
Ferrell kuj tshwm sim hauv GM's Super Bowl ad txhawb EVs ob xyoos dhau los.
Cov neeg uas tsis rov qab los rau xyoo no qhov kev ua si feem ntau yog vim qhov kev txiav txim siab ua lag luam ua ntej lossis cov khoom muaj thiab peev. Toyota Tsav, ib qho ntawm cov tshaj tawm Super Bowl nyob rau xyoo tas los no, tau hais tias nws cov phiaj xwm khoom lag luam tsis ua raws li kev ua si xyoo no.
Lisa Materazzo, pab pawg lwm thawj coj ntawm Toyota Marketing, hais rau CNBC ntawm "Peb saib Super Bowl muaj tswv yim heev, thiab peb xav kom paub tseeb tias peb muaj lub hom phiaj los ua Super Bowl." ib qho kev tshwm sim lub lim tiam no rau Chicago Auto Show. "Peb yeej xav tias Super Bowl muaj qhov chaw. Xyoo no nws tsis yog lub sijhawm lossis qhov chaw zoo rau peb. "
Hyundai Tsav, Hauv tsab ntawv email, hais tias qhov kev txiav txim siab tsis tshaj tawm yog "raws li kev lag luam ua ntej thiab qhov twg peb xav tias nws yog qhov zoo tshaj los faib peb cov peev txheej lag luam." Audi, uas dhau los tshaj tawm xyoo 2020, tau hais tias nws "tsom mus rau lwm yam kev siv zog hauv peb cov lus cog tseg ntawm kev siv hluav taws xob thiab kev ruaj ntseg."
Hnub qub, yav tas los hu ua Fiat Chrysler, tau yog ib tus tshaj tawm tshaj tawm thaum lub sijhawm Super Bowl rau ntau tshaj kaum xyoo thiab rov qab los tom qab ib xyoos hiatus. Lub tuam txhab CMO, Olivier Francois, paub zoo txog attracting standout txuj ci rau kev tshaj tawm xws li Bruce Springsteen, Bill Murray, Clint Eastwood thiab Eminem.
Stellantis tsis tau tshaj tawm nws cov tshaj tawm, thaum GM, Kia thiab WeatherTech tau tshaj tawm lawv cov kev tshaj tawm ua ntej lub lim tiam no.
Kia's 60-thib ob "Binky Dad" ad nta ib leej txiv mus kis rau kev sib tw kom rov qab tau tus menyuam tsis nco qab rau nws tus menyuam, tsav tsheb 2023 Telluride X-Pro SUV. Nws tau teem rau xyoo 1976 zaj nkauj "Going Fly Now," ntau lub npe hu ua lub ntsiab lus rau cov yeeb yaj kiab "Rocky". Tshwj xeeb, kev lag luam nta peb qhov kev sib tw uas yuav muaj tshwj xeeb rau ntawm TikTok.
Qhov kev tshaj tawm tau kos qee qhov kev thuam hauv online, vim Kia thiab nws lub tuam txhab niam txiv Hyundai tau raug hluav taws rau tsawg kawg plaub ntawm nws. Cov neeg xa khoom tau tshaj tawm tias ua txhaum txoj cai lij choj ua haujlwm rau menyuam yaus. Ob leeg Hyundai thiab Kia tau rau txim rau cov kev coj ua no. Reuters lub lim tiam no qhia lub tuam txhab niam txiv tab tom tham nrog US Department of Labor los daws kev txhawj xeeb txog cov neeg ua haujlwm menyuam yaus hauv nws cov khoom siv hauv Asmeskas.
Kev tshaj tawm 30-thib ob rau WeatherTech txhawb nqa lub tuam txhab cov khoom lag luam hauv Asmeskas, qhia cov thawj coj hauv txhab nyiaj thiab lwm tus thuam lub tuam txhab rau nws cov peev nyiaj Asmeskas thiab kev tsim khoom.
Kev tshaj tawm rau Porsche yog kev koom tes nrog Paramount rau lub caij ntuj sov no "Transformers: Rise of the Beasts" zaj duab xis. Nws yog xyoo thib ob rau qhov kev sib tw no tom qab kev lag luam xyoo tas los rau "Top Gun: Maverick."
Haggstrom tau hais tias muaj "kev ceev faj" hauv kev lag luam tsheb nyob ib puag ncig kev tshaj tawm.
“Lawv tab tom saib tiag tiag qhov txiaj ntsig ntawm kev tshaj tawm hnub no yog dab tsi? Qhov ntawd cuam tshuam li cas rau kuv cov kab saum toj kawg nkaus, qhov ntawd cuam tshuam li cas rau kuv mus-rau-kev ua lag luam, "nws hais. "Peb tau pom cov qauv dav dav hauv kev lav phib xaub hauv cov neeg siv khoom tshaj tawm."
- CNBC's John Rosevear contributed rau daim ntawv no.
Tau qhov twg los: https://www.cnbc.com/2023/02/10/gm-jeep-kia-super-bowl-ads.html