http://espn.go.com/blog/playbook/dollars/post/_/id/2596/why-mercedes-is-advertising-during-the-super-bowl-with-kate-upton
Despite the high price of advertising time and the high product price point, car brands are finding it worthwhile to advertise in the Super Bowl.
Last year, Honda and Acura spent some big money, not only buying the ads, but using Matthew Broderick and Jerry Seinfeld to attract greater attention.
That car brands think the Super Bowl is worth it isn't all that interesting. What is? The fact that many car brands are trying to accomplish the same thing: lowering the age of their consumer.
Earlier this month,
I wrote about how Lincoln would be using the Super Bowl to completely overhaul its brand, which at 60 had the highest average for a car buyer in the industry.
To reach younger car buyers and get people to switch to its brand, Lincoln will roll out a stylish sedan called the Lincoln MKZ, at a low luxury entry point of $36,000.
Now Mercedes-Benz is joining them in the game, unveiling its new CLA, a compact sedan that, at around $30,000, will be the lowest-priced Mercedes on the market.
While Mercedes doesn't quite share Lincoln's issue -- the company has been working on getting younger since 2007 -- over the past couple years, the brand has seen its average buyer age go from 49 to 52
