Why Toyota just dropped $20 million on a 2016 Prius commercial

Torque News estimates that the 60-second Superbowl commercial that Toyota will run for the 2016 Prius will cost the company about $20 million during the course of the game. This may seem like a lot of money for such a niche vehicle, but look closer and you will realize the flaw in that thinking.

The Toyota Prius sold about 190,000 units last year making it anything but a niche vehicle. That number is impressive only if it is compared to other cars people know and love. It is about the same number as GM’s 2015 Chevy Malibu sales, one of the brand’s top-selling cars. We can’t compare it to any Volkswagens or Mazdas because neither brand makes anything that sells as well. The point is, the Prius is a mainstream vehicle regarding sales.

Mainstream is what the Superbowl offers. Everyone watches. Unlike the Stanley Cup and other final rounds in pro sports, the Superbowl draws viewers from across all demographics and from all geographical areas inside North America. That makes it a perfect match for the Prius which also sells in all demographics and in all areas inside the US (unlike many other green cars that are limited to parts of just 12 states).

Clever is the point of Superbowl advertising. Offer people more than they expect and surprise them so they tell their friends. Sounds a lot like the idea behind the Prius.