Hyundai will again push its Genesis luxury brand--this time the 2010 Genesis coupe. Last year, the Fountain Valley, Calif. unit of the Korean auto brand also bought up two spots in the Super Bowl for the introduction of the Genesis sedan.
San Francisco-based Goodby, Silverstein & Partners produced the creative. News of Hyundai's Super Bowl buy was rumored weeks ago.
NBC has been pricing Super Bowl commercials at $3 million for each 30-second commercial. The deal with Hyundai would seemingly move the network to within a half dozen or so spots left in the game to sell in a month. The game airs on February 1. The automaker did not reveal terms of the NBC deal.
The Super Bowl media buy is another big TV purchase by Hyundai. Earlier this year, the carmaker announced that it was buying TV time in ABC's "Academy Awards" broadcast, which will air February 22. Prices for those commercials have been running around $1.8 million for a 30-second announcement.
Hyundai's move comes as domestic U.S.-based automakers have cut back on their expensive TV purchases. For example, General Motors, long-time buyer of big TV events, will sit out both the Super Bowl and the Academy Awards in 2009.
Currently, there are two autos--both foreign companies--in the Super Bowl this year, Hyundai and Audi. Last year, five auto brands were featured in the big game: Audi, General Motors, Hyundai, Nissan and Toyota.
Hyundai's decision last year was not without some hesitancy--as it was considering looking for relief from Fox after its initial purchase. After a brief period, it decided to remain in the game.
The carmaker was rumored to have spent some $2.7 million to $3.0 million for each of its 30-second commercials in last year's game.