As the buzz from Super Bowl advertising fades, major sponsors, such as Cadillac, will assess how much bang their brands got from a tie-in to America's biggest annual sporting event.
General Motors also must measure the response to its commercials that have aired during NBC's coverage of the Winter Olympics in Turin. So far, the NBC telecasts seem to have drawn fewer viewers than promised.
But in Europe, advertisers already are under way with their programs linked to soccer's quadrennial World Cup competition, which takes place in Germany this summer.
Korean automaker Hyundai plans to fully exploit its sponsorship, according to Automotive News Europe, which, like Automotive News, is published by Crain Communications Inc.
Hyundai Europe will do usual promotions, such as supplying nearly 1,000 vehicles as transportation for players and officials.
It also will produce about 30,000 special-edition World Cup versions of three models sold in Europe. And there will be the special commercials that begin airing almost as soon as the Winter Olympics spots are yanked
Unlike the Super Bowl and the Winter Olympics, where the hype only lasts a couple of weeks, the World Cup tournament is one month long and by some estimates is expected to draw 40 billion viewer impressions during the tournament alone.
And you can bet Hyundai will milk every drop of exposure it can.
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