Volvo Cars of North America Inc. will advertise during the Super Bowl for the first time to launch the V-8 version of its XC90 premium sport wagon.
The 30-second commercial will run in the third quarter of the National Football League championship game Feb. 6.
The automaker would not disclose details.
Linda Gangeri, Volvo's national advertising manager, says the commercial is "part of a larger campaign" to introduce the first Volvo vehicle to be powered by a V-8 engine. The campaign also includes print and Internet ads, Gangeri says.
The XC90 is scheduled to arrive in U.S. showrooms next month. The base price of the XC90 V-8 will be $46,080, including destination.
Gangeri would not disclose what the commercial will cost Volvo. A source close to Fox Sports, which is televising this year's Super Bowl, says the cost of a 30-second spot during the game averages about $2.4 million. The game is expected to attract more than 80 million U.S. TV viewers.
"When you look at what it costs based on impressions in a Super Bowl spot vs. what it costs in another medium or during another television show, it's worth it, especially when it's part of a larger campaign," Gangeri adds.
Volvo's advertising firm, Euro RSCG Worldwide in New York, is producing the campaign for the XC90 V-8.
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