Kia returns to Super Bowl for third straight year

Kia is headed back to the Super Bowl. The automaker will make its third straight Big Game appearance with an ad from David & Goliath promoting its EV9, a three-row electric crossover that recently went on sale. Kia did not reveal creative details for the 60-second spot, or when it will run during the Feb. 11 game on CBS. Super Bowl commercials Tracking the latest brand and agency plans Enter here Kia has emerged as one of the most consistent Super Bowl advertisers, with this year marking its 15th appearance in the game. It had run ads in 11 straight games until it sat out the 2021 Super Bowl, joining other auto brands that curtailed investments in the game that year as they adjusted to COVID-19 budget realities. Kia is only the third automaker to confirm an ad buy this year, following Volkswagen and BMW, which is also expected to plug an EV in its ad. The decision by BMW and Kia to promote electric cars comes as the hype surrounding the market has faded some since 2022, when the game witnessed an EV blitz of advertising with Kia, General Motors, Nissan and Polestar among those running EV spots. GM, which promoted EVs with Big Game spots in 2021, 2022 and 2023, is sitting out the game this year. Deloitte’s 2024 Global Automotive Consumer study found that consumer intent to purchase an EV fell 1% in 2023 from the previous year, while interest in cars with internal combustion engines increased, as reported by Automotive News. Kia’s 2023 Super Bowl ad featured its gas-powered Kia Telluride and told the story of a dad who uses the vehicle to race home from a mountain resort to retrieve his daughter’s favorite binky that was forgotten. The 2024 investment in advertising’s priciest venue comes as Kia enjoys sales momentum. Its full-year sales of 782,451 vehicles jumped 13% compared with 2022, setting a record, according to Automotive News.

Kia returns to Super Bowl for third straight year

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