Italian Soccer Match Drowned in Auto Ads as Buyers Vanish: Cars

When Juventus took on Lazio in a marquee soccer match last weekend, Italian television viewers also witnessed another high-stakes clash: a battle to win over increasingly scarce car buyers.

Volkswagen AG, Renault SA and Fiat SpA are among the seven auto brands that bought ads during the 15-minute halftime break. Cars dominated advertising before and after the match, too, as the manufacturers push for market share even in Italy, where demand is heading for a 33-year low.