The Super Bowl is the advertising industry's grandest stage with viewership that surpasses 100 million people each year, but it's not always the best option for marketers.
Hyundai has shown, with the launch campaigns for the electric Ioniq 5 and Ioniq 6, that brands can draw plenty of eyeballs without investing in the big game.
Also read: Why Super Bowl auto ad spending is trending down
The Korean automaker, instead of dropping huge money for Super Bowl spots, has been leveraging the NFL's conference championship games at a third of the cost. The combined viewership of those two games rivals that of the Super Bowl two weeks later, Angela Zepeda, chief marketing officer of Hyundai Motor America, said Tuesday in a marketing session during the Automotive Forum.
Zepeda was joined by Allyson Witherspoon, Nissan Motor Co.'s corporate VP of global marketing, brand and merchandising.
The two marketing executives said sporting events provide captive audiences that automakers are eager to reach. While Hyundai has been finding creative ways to generate awareness without the Super Bowl, Nissan has been hawking its lineup in college football and basketball games for years.