BMW to return to Super Bowl advertising after 10 years

BMW - Joy is Maternal

After a 10-year hiatus and amidst its biggest campaigns of new model launches in history, BMW is getting ready to reenter the granddaddy of all advertising opportunities – the Super Bowl. Competitor Audi has already expressed its intent to hit the big game in a big way after seeing great success there in the recent past.

“We’re in the window of our biggest launch period in history and the Super Bowl gives us the stage to make that big impact,” Stacy Morris, marketing communications manager at BMW, said on Thursday. Over 60% of the manufacturers inventory between 2010 and 2011 will be comprised of new vehicles, including the highly-anticipated ActiveE.

Morris didn’t reveal details of the buy, such as the number of spots and the length of each. In 2009, BMW devoted $138 million to measured media, and is set to surpass it this year, having sent $83 million in the first six months alone.

-By: Stephen Calogera

Source: Automotive News (Subscription Required)