BMW will have an undisclosed number of Super Bowl ad spots for the 2011 game. After an absence of 10 years, the German auto maker has contracted with MDC Partners' Kirshenbaum Bond Senecal & Partners, the same ad agency who is handling the launch of BMW's new ActiveE, to create the ads.http://adage.com/mediaworks/article?article_id=146802 Although BMW has not commented on how many ads there will be or their lengths, it is believed that they will focus on the new lineup of vehicles being offered.http://www.autoevolution.com/news/bmw-back-in-super-bowl-this-season-27598.html Over 60% of BMW's inventory for 2010-2011 will consist of new vehicles.http://www.egmcartech.com/2010/12/03/bmw-to-return-to-super-bowl-advertising-after-10-years/ One of these, the ActiveE, is expected to be in the ads in the Super Bowl.http://www.autoguide.com/auto-news/2010/12/bmw-to-advertise-during-super-bowl-xlv.html The Active E is BMW's new electric car.

BMW's competitor, Audi, has announced that they will be advertising in the 2011 Super Bowl as well. Advertising spots for Super Bowl XLV sold out early and include a number of car manufacturers such as General Motors, Chrysler, Hyundai, Kia, Mercedez-Benz, and Volkswagen.http://adage.com/mediaworks/article?article_id=146802

BMW has spent over $83 million in advertising in the first six months of 2010.http://www.egmcartech.com/2010/12/03/bmw-to-return-to-super-bowl-advertising-after-10-years/ In all of 2009 they spent $138 million.http://www.egmcartech.com/2010/12/03/bmw-to-return-to-super-bowl-advertising-after-10-years/ Stacy Morris, marketing communications manager at BMW, stated “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.”http://www.autoevolution.com/news/bmw-back-in-super-bowl-this-season-27598.html BMW, who has not had a very good "green" track record in comparison to other car makers, may use the Super Bowl advertising opportunity to launch their more environmentally-friendly vehicles.c.