Brands know advertising during the Super Bowl is one of the most efficient ways to get their products in front of millions of eyes at once. This year, 112.3 million viewers watched as six of seven car brands used their prime advertising spots as an opportunity to promote their electric vehicle (EV) options.
Companies including General Motors, BMW and Kia spent a record $6.5 million for a 30-second spot to feature their new models of electric cars and SUVs. Automaker confidence, increasing consumer interest and government investments have all been attributed to creating this big moment for EVs.
While only 9% of total global passenger car sales in 2021 were EVs, according to new research published this month from market research company Canalys, television ads have proven their ability to lead to EV sales.
Kevin Krim, CEO of the advertising analytics company EDO, said in an interview with Vox that his firm’s data shows that in 2021, Audi commercials advertising an EV “got 90% more viewers to search for information on an Audi than when it advertised a gas-burning Audi.”
Great River Energy has long understood the electric utility’s role in the public’s adoption of EVs as well. Since 2015, the cooperative has encouraged members to drive electric and provides those EV owners the opportunity to power their car with 100% wind energy at no extra cost with its Revolt program. More than 500 EVs are currently enrolled in Revolt.