Capitalizing On Past Success, Audi Will Air Super Bowl Ad Again This Year
Hundreds of millions of dollars of advertising money have been pulled off of the table over the past few months as automakers cut back on spending. Newspapers, magazines, radio stations, television outlets even online publications have felt these cutbacks which have led to lay offs, salary cuts even 
bankruptcy for some newspaper giants.
One automaker, Audi, is bucking the trend and has decided to go ahead and air a follow up ad to the one that they ran in Super Bowl XLII. That ad was the first one the German automaker ran in nearly 20 years, a unique spot that scored big points with viewers.
Super Bowl Buzz
According to Collective Intellect and Nielsen Buzz Metrics, Audi was the number two Super Bowl advertiser in total buzz after the game. In the months following the game, traffic to the company’s US website increased by almost 200% and the Audi R8 became the top search term on Google immediately following the ad’s airing.
“Last year’s Super Bowl ad put old luxury on notice that Audi was setting the new standard in the American luxury market,” said Scott Keogh, chief marketing officer, Audi of America. “With this spot, we plan to build on the success we’ve enjoyed in 2008 to make 2009 a year of progress and market momentum for the Audi brand.”
Audi experienced a record year for sales in 2007. Year to date, Audi has increased market share against other imported luxury brands to 8.6%, up from 6.2% just 12 months ago. Though sales through November 2008 are down 5.8%, Audi’s drop off is lower than BMW, Mercedes, Porsche, Volvo and other European brands, hence the increase in market share.
Audi’s ad has been slotted to appear in the first quarter of Super Bowl XLIII and will run for 60 seconds. The automaker’s advertising agency, San Francisco-based Venables Bell & Partners, created the ad.
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