For the second year in a row, Kia
Motors America (KMA) is showcasing a Super Bowl ad in movie theaters before it premieres on TV during the game, the carmaker has confirmed.
The 60-second spot, called “Space Babies,” promotes the redesigned 2014 Sorento CUV. It will be exhibited on more than 19,000 movie screens nationwide in NCM Media Networks’ FirstLook pre-show program on Feb 1. Edited 15-second versions of the ad will air in theaters on Jan. 25 as teasers for the debut of the full ad.
On Feb. 3, “Space Babies,” from agency David & Goliath, is scheduled to air in the Super Bowl's fourth quarter.
According to NCM, Kia broke new ground last year by becoming the first TV spot advertiser to premiere a Super Bowl spot in movie theaters before the big game. The ad promoted the company's Optima model last year.
Michael Sprague, executive vice president, marketing and communications, KMA, said last year’s decision to promote its Super Bowl ad in theaters prior to the game provided the auto marketer with a “noteworthy lift” in purchase consideration. Equally important, he said, "it created early buzz before more than 100 million people saw it during the game.”
NCM said that post-game audience research done by the company and Nielsen showed that 46% of people who saw the Kia ad in the 2012 Super Bowl were able to recall it unaided. That number jumped to 70% for people who saw it both in NCM’s FirstLook at the movies and the Super Bowl.
Total recall (aided and unaided) for the ad amounted to 95% of the audience who saw it on TV and in theaters, according to the NCM-Nielsen research. The research also found that people who saw the ad both in the game and in NCM’s FirstLook program were 39% more likely to consider purchasing a Kia than people who only saw the ad in the Super Bowl.
An NCM rep said that a "few other" Super Bowl advertisers also intend to exhibit their Super Bowl ads in theaters before this year's game, but they have yet to publicly revealed their plans.