Hyundai May Pull Out of Super Bowl

Automaker Blames Economy, Wonders If Ad Buy Is 'Best Thing to Do'

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DETROIT (AdAge.com) -- Hyundai Motor America is considering withdrawing as a Super Bowl advertiser, according to a report in Automotive News.

The automaker blames a worsening economy, said Chris Hosford, a Hyundai spokesman.

"We are reviewing whether or not we want to advertise on the Super Bowl," Mr. Hosford told Automotive News.

'Economy is slowing'
"A lot of economic indicators clearly show the economy is slowing," Mr. Hosford said. "Is this the best thing to do with our advertising funds in the first quarter?"

In October, Hyundai said it would advertise during the Super Bowl for the first time with two 30-second commercials.

Super Bowl XLII airs Feb. 3. on Fox. The network has sought anywhere from $2.7 million to $3 million for a 30-second spot in this year's contest.

Mr. Hosford said that if Hyundai remains in the Super Bowl, the automaker will review its creative strategy to determine whether it fits a deteriorating economy.

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Mary Connelly is a reporter with Ad Age sibling Automotive News
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