Ford and James Franco Try to Get a Jump on GM on Super Bowl Sunday
Posted in: UncategorizedFord Motor Co. is aiming to get out ahead of rival automakers on Super Bowl Sunday with a spot featuring actor James Franco that will break after the coin toss but before the kickoff.
After Ford’s pregame spot runs and the game begins, competitors such as General Motors’ Chevrolet, Toyota, Audi, Hyundai and Kia will run more expensive in-game spots.
It’s a calculated risk by Ford. On the one hand, buying in the pre-game spot saves money for the Detroit auto-maker. Commercials between the between the coin toss and kickoff cost $3 million to $3.5 million, estimated Adam Komack, chief client officer of MediaCom. Another media executive who declined to be named said spots in that window started as low as $2.5 million. That’s compared to an average price of $4 million for ads from kickoff to the final whistle.
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