Volvo to Make Super Bowl Appearance

LOS ANGELES Volvo Cars North America joins the roster of Super Bowl advertisers for the first time next year during the Feb. 6 broadcast from Jacksonville, Fla.

The Fox telecast will feature one spot from Havas’ Euro RSCG in New York to support the launch of a V8 version of Volvo’s XC90 sport utility vehicle. Volvo said its 30-second ad will run in the third quarter.

“The launch of our V8 engine marks a new turning point in Volvo’s history,” said Vic Doolan, president and CEO of Volvo North America, in a statement. “We sought a powerful launch to let as many individuals as possible know about the new version of the Volvo XC90.”

The Super Bowl is currently about 75 percent sold-out in terms of ad space. A 30-second spot is running for an average of $2.4 million, up slightly from $2.3 million a year ago, sources said.

Along with Volvo, other first-time advertisers on the game include, and Novartis.

Volvo spends about $70 million annually on domestic ads, according to Nielsen Monitor-Plus.