Cars.com will once again kickoff its 2010 marketing campaign with an advertisement on Super Bowl XLIV, which will air on CBS on February 7, 2010. This is the third consecutive year that Cars.com will advertise in the Big Game. The cost was not disclosed. 

Though the Super Bowl ads are pricey, Cars.com says the exposure is worth the price. 

"Super Bowl is the largest stage in advertising and a proven brand-builder for Cars.com," said Mitch Golub, president of Cars.com. "Our presence in each of the past two years has paid off, exposing our brand to record audiences and building awareness of the site and service we offer to car shoppers. It is a smart investment that supports our strategy, and works to grow our business and that of our customers."

Cars.com will continue its 'Confidence' campaign with one 60-second commercial that will air in the first half. New creative will build on last year's popular "Lifetime of Confidence" ad, and will showcase how Cars.com gives shoppers the confidence they need as they prepare to head to the dealership to buy a car. The spot is currently in development by the site's agency of record, DDB, Chicago.

"As car buyers return to market in 2010, we want them to know Cars.com provides the tools, credible information and advice to help them make confident new and used-car purchase decisions," said Carolyn Crafts, Cars.com's vice president of marketing. "Advertising on the Super Bowl gives us the opportunity to get that message out in a big way at the start of the year."

With its ad in Super Bowl XLIII, Cars.com reached 98.7 million viewers -- one of the largest television audiences of all time. The ad was well-liked by viewers and contributed to gains in the site's brand awareness and traffic, resulting in a surge in shopping activity on the site which drove record contacts to Cars.com advertisers. Cars.com's 2009 Super Bowl ad also drove results to the site's mobile application, which was featured in the spot.