Commercials for the auto industry will be a stronger presence during this year's Super Bowl XLV, said a Michigan State University advertising instructor who, along with about a dozen of his colleagues, will be rating this year's commercials.
It will be the 14th year in a row that faculty from MSU's Department of Advertising, Public Relations and Retailing gather on Super Bowl Sunday, Feb. 6, to rate the commercials, spots that will cost as much as $3 million for 30 seconds of air time.
It also will mark the first time since its 2009 bankruptcy that General Motors has bought Super Bowl airtime, purchasing five, 30-second commercials.
"The auto companies are racing back into the Super Bowl," said Robert Kolt. "This year there are 15 commercials scheduled by auto companies. Hyundai will run more ads and Mercedes will air its first-ever Super Bowl ad."
Also for the first time this year the MSU faculty will abandon their pencils and pads and use electronic technology to rate the ads. They will be using "clicker" technology that will allow them to view the results real-time during the game.
Last year, a commercial for Google that told the story of a long-distance relationship earned the top grade from the MSU professors.
Kolt also points out that last year a political unknown named Rick Snyder began his campaign for governor by airing his "one tough nerd" commercials during the Super Bowl.