Going for Super Hits

In an effort to boost its visibility, Auto-by-Tel, the Irvine-based Internet car-buying service, will broadcast a 30-second commercial during the Fox network’s telecast of next month’s Super Bowl.

Ad time during the Super Bowl is generally regarded as the most expensive in television, and Auto-by-Tel spent about $1 million for its spot during the second quarter of the championship game.

Auto-by-Tel was launched two years ago by Peter Ellis, formerly the owner of a large network of car dealerships in California. The service is one of a handful of car-buying services on the Internet.

To use Auto-by-Tel, car shoppers visit the company’s World Wide Web site at https://www.autobytel.com, and fill out an online form specifying the make and model of the car desired. Within 24 hours, a nearby dealership is supposed to respond with a non-negotiable price quote. Consumers can shop for a better deal, but Ellis says that most can’t find one.

The company has processed more than 350,000 purchase requests, and represents more than 1,500 dealers nationwide.

The company has hired Leonard Nimoy to provide the voice-over for the commercial.

Greg Miller covers high technology for The Times. He can be reached at (714) 966-7830 and at greg.miller@latimes.com