From the Muppets to James Franco, Hollywood will be working hard for carmakers at the Super Bowl.
At least seven auto brands will advertise during Fox TV's telecast of the National Football League championship game on Feb. 2, researcher Kantar Media said, making the industry the biggest sponsor for the third year straight. Jaguar, the British luxury sports-car brand owned by Tata Motors Ltd., plans its first spot ever, while Franco pitches Ford, Laurence Fishburne appears in spots for Kia and the Muppets ride in a Toyota.
Carmakers are spending as much as $6 million per 30-second spot to grab consumers and promote a bumper crop of new vehicles during the telecast, typically the most-watched TV event of the year in the U.S.