Hyundai May Cancel Super Bowl Advertising - Wonders If Ad Buy Is 'Best Thing to Do'

DETROIT January 16, 2008; Automobile News magazine reported that Hyundai Motor America is “reviewing whether or not we want to advertise on the Super Bowl. We are considering withdrawing because of a worsening economy”, said Chris Hosford, a Hyundai spokesman.

In October, Hyundai announced it would buy two 30-second commercials during the Super Bowl for the first time.

"A lot of economic indicators clearly show the economy is slowing," Mr. Hosford said. "Is this the best thing to do with our advertising funds in the first quarter?"

Super Bowl XLII airs Feb. 3. on Fox. The network has sought anywhere from $2.7 million to $3 million for a 30-second spot in this year's event.