Audi Ups US Advertising Spend

21 January 2009

AUBURN HILLS, Michigan: German auto marque Audi is set to increase its marketing spend by between 15% and 20% in the US this year, as it seeks to boost brand awareness levels in the country.

Audi is set to run a number of high-profile TV ads, including a 60-second spot for its A6 sedan during the Super Bowl, and an execution for its Q5 crossover during the Academy Awards.

The company also sponsored coverage of Barack Obama's presidential inauguration on and, as well as running eight-page print executions in titles including The Wall Street Journal and USA Today.

Says Scott Keogh, Audi's cmo: "We're still a brand that doesn't have enough awareness. Historically, Audi has been a great unknown.
"We're hoping to get the year off to a fast start with the Super Bowl ad, and then dial down on the A6's TV presence, while keeping the momentum alive virally."

Nielsen Monitor-Plus estimates that Audi increased its adspend to $90 million (€69.4m; £64.4m) in 2008 from just $35m in 2007.

The company sold 87,760 units in the US last year, down 6.1% year-on-year.

Data sourced from AdWeek (USA); additional content by WARC staff