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Even though the economy is putting the brakes on sales, auto-focused companies still are spending big bucks to drive brand awareness with Super Bowl advertising. Audi, Toyota (TM), General Motors (GM), Hyundai and Cars.com all have in-game ads, which are selling for up to $2.7 million for 30 seconds.
Hyundai did have thoughts about reselling the 60 seconds it bought last fall from game broadcaster Fox, but stayed in.
“We wanted to make sure that it made sense (to keep the time) given the fact that the economy doesn’t look as bright as it did,” Hyundai spokesman Chris Hosford says.
Hyundai, like the other auto companies, sees the Super Bowl as one of the diminishing media opportunities to reach a truly mass audience — and one where the audience watches the ads.