BMW just bought a ticket to Super Bowl Sunday

BMWis launching a slew of new models. Right in time for the Super Bowl.

So, for the first time in 10 years, BMW will be shelling out the big cash for a berth during the big game.

"We're in the window of our biggest launch period in history and the Super Bowl gives us the stage to make that big impact," said Stacy Morris, marketing communications manager at BMW.

Advertising Age reports: "That BMW is electing to return to the Super Bowl after 10 years is a sign that it's committing to heavily reinvesting in advertising ahead of its string of new car launches. In 2009, the automaker devoted $138 million to domestic measured media, and it's on track to surpass that this year, having spent $83 million in the first six months of 2010 alone."

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