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Super Bowl 2011: Cars.com joins GM among car-related advertisers

Cars.com has announced it will join GM among perhaps at a half-dozen automakers and other car-related companies advertising during Super Bowl XLV in 2011.

A popular automotive site, Cars.com will return to the Super Bowl for the fourth straight year. It will debut two 30-second commercials, one each in third and fourth quarter of the Feb. 6 broadcast of FOX from Arlington, Texas.

“The unique attention paid to Super Bowl ads ensures our messages are delivered,” said Carolyn Crafts, Cars.com vice president of marketing. “Our ad during last year’s Super Bowl reached more than 106 million viewers – the largest television audience of all time.

“After the game, we not only saw an enormous surge in visitors to Cars.com – and a record number of referrals to our advertisers – our awareness has continued to grow since then. In September 2010 more people used the considerable resources of Cars.com than any other time in our history.”

General Motors recently announced it will return to advertising in the Super Bowl for the first time since 2008. Several other automakers are also likely to maintain their current advertising presence in the Super Bowl, while other manufacturers could also initiated new campaigns.

Auto advertising jumped 27 percent, while the auto insurance category rose 23 percent during the first six months of 2010.

The most recent telecast of the Super Bowl attracted 106.5 million television viewers and was the most watched program in U.S. history. It also had the most ad time in history, with 47 minutes and 50 seconds of ads. Forty-one companies advertised, buying a total of 66 spots.

Fox has reportedly sold at least 90 percent of its ad spots for the 2011 Super Bowl, with prices approximately $3 million for a 30-second spot.

In addition to Cars.com, Honda, Kia and Hyundai were among 2010 Super Bowl advertisers.

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