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Kia Motors to run ad during 2016 Super Bowl, $9 million to run

October 27, 2015

Kia and Blake Griffin have teamed up to make some of the most popular commercials. (Courtesy of Kia Motors America)

SEOUL (Yonhap) — South Korea’s No. 2 carmaker Kia Motors Corp. said Tuesday it will run an ad during next year’s Super Bowl to promote its vehicles in the world’s No. 2 car market.

Kia Motors said it will run the commercial during the Super Bowl on Feb. 7, 2016, marking the seventh consecutive year of its promotion during the annual U.S. National Football League championship.

While the price has not yet been revealed, industry watchers said the spot usually costs around US$9 million a minute.

U.S. actor Pierce Brosnan appeared in Kia’s Super Bowl advertisement rolled out this year to promote its Sorento SUV.

Kia’s bigger affiliate Hyundai Motor Co. ran commercials during the Super Bowl from 2008 to 2014, but ceased its advertising this year amid slumping sales.

Hyundai Motor, however, clinched a four-year sponsorship deal with the National Football League in June 2015.

Global industry giants prefer to make advertisements during the Super Bowl as it is a chance to promote their products and services in front of more than 100 million viewers tuning in to the largest sports event in the U.S.

Kia Motors, meanwhile, has also been making efforts to grab basketball fans as well in the North American market.

Blake Griffin of Los Angeles Clippers, who has been sponsored by Kia since 2011, made an appearance in the new ad for the Optima sedan, better known as the K5 at home, released on Tuesday.