Hyundai Ad Assault on Academy Awards Night

With one week left until the biggest movie event of the year, everybody is gearing up for a night to remember. That includes car manufacturer Hyundai which, as the single automotive sponsor for the event, will spend a lot of money to advertise its products during the show..

According to Autonews, the South Korean carmaker will air eight commercials during the event, one during the red carpet walk and seven others throughout the night. The value of each of the 30-seconds spots sit somewhere in between $2.5 million to $2.8 million.

"For the whole evening, it will be about the same cost as for the Super Bowl," Joel Ewanick, marketing vice president for Hyundai America was quoted as saying by the source.

"We’re very excited. Our Web traffic since Super Bowl on Feb. 7 is higher than it was during cash-for-clunkers which went for 40 to 50 days."

This was the second consecutive year when Hyundai’s most advertised car during the Super Bowl saw the greatest increase in web traffic to kbb.com. In 2009, Hyundai’s Genesis registered a 82 percent increase in traffic on February 1, when it was advertised during Super Bowl XLII.

During this year's Super Bowl, Hyundai also aired eight spots, two in-game and highlighting the 2011 Sonata and Hyundai's 10-year, 100,000-mile warranty. For the academy awards, Hyundai will focus on the Sonata mid-sized sedan. For the first time, Hyundai will use female voices to narrate the spots.

"Between the Super Bowl and Academy Awards, we are seeing our strategy unfold,"  Ewanick said. "This is a significant change in the way Americans are looking at Hyundai."