Even though the economy is putting the brakes on sales, auto-focused companies still are spending big bucks to drive brand awareness with Super Bowl advertising.

Audi, Toyota, General Motors, Hyundai and Cars.com all have in-game ads, which are selling for up to $2.7 million for 30 seconds.

Hyundai did have thoughts about reselling the 60 seconds it bought last fall from game broadcaster Fox, but stayed in.

"We wanted to make sure that it made sense (to keep the time) given the fact that the economy doesn't look as bright as it did," says Hyundai representative Chris Hosford.

Hyundai, like the other auto companies, sees the Super Bowl as one of the diminishing media opportunities to reach a truly mass audience — and one where the audience watches the ads.

Last year, more than 90 million viewers watched the gridiron action as it unfolded, ads and all. With the proliferation of TV channels and the increased use of ad-skipping devices like DVRs, must-see live sports and entertainment broadcasts like the Feb. 3 game and the Oscars are premium ad stages.

"The Super Bowl is a great venue to launch a new product or initiative," says Kim McCullough, Toyota's corporate manager of marketing communications.

Details on ad plans from automakers and other auto-related businesses: