Hyundai and Kia plan to air seven ads on U.S. TV during this year's Super Bowl on Sunday, the largest single sporting event in the country in terms of prestige and TV ratings. Given that it costs over W100 million per second to broadcast commercials at this lucrative time, the two automakers said on Sunday they will spend more than W3.6 billion.
The ads will mostly feature Hyundai's Santa Fe and Kia's New Sorento R during the big game between the Baltimore Ravens and San Francisco 49ers at the Mercedes-Benz Superdome in New Orleans, Louisiana. Some 111.3 million viewers watched the final of the U.S. National Football League last year, setting a new record.
Hyundai and Kia accounted for a combined 8.7 percent share of the U.S. market in 2012, up from 4.8 percent in 2007 when they did not advertise during the Super Bowl. Kia's Optima commercial was named the best ad in the car category during last year's Super Bowl by USA Today and Facebook. The Optima saw its sales double in that month from a year earlier.
This year, Korean consumers can also participate in evaluating the Super Bowl ads. Previously, USA Today formed a panel in advance to pick the best of those aired during the game, but it has changed the format so that consumers around the world can vote in real time on its website.
Samsung Electronics will also promote its products during the Super Bowl. Rapper Psy, now a global star on the back of his viral hit "Gangnam Style," will appear in Paramount Farms' ad for Wonderful Pistachios.