Carmakers Spent $104 Million on Super Bowl Ads

Ten carmakers aired more than 13 minutes of ads during Sunday's Super Bowl football game, spending some $104 million to impress the show's estimated 100 million viewers, Automotive News reports.

Fiat Chrysler Automobiles accounted for more than one-third of this year's automotive total with spots for its Jeep and Maserati brands and a two-minute corporate ad featuring folk-rock legend Bob Dylan.

The brands represented this year included Audi, Chevrolet, Honda, Hyundai, Jaguar, Jeep, Kia, Maserati, Toyota and Volkswagen.