This year”s Super Bowl will be a bit light on the U.S. automaker advertising this year as Chrysler will be the only one throwing down the cash to advertise on the ad industry”s holy grail.
“What better way to illustrate to our customers that we are still here than to air on the Superbowl, which is not only watched for the game, but also for the advertising spots,” said Chrysler spokeswoman Dianna C. Gutierrez.
The group will be sinking millions into a 60-second spot to showcase their Charger. It isn”t exactly clear how much Chrysler is spending, but the most common Superbowl spot runs for 30-seconds and runs around $3 million. Jim Cain, an executive with a brand communications firm, the Quell Group, said that the ad spot is a clear attempt by Chrysler to reach out to the American people and demonstrate that they are in it for the long haul and are offering a good product.
The bang for the advertising buck is not exactly the best for a Superbowl spot; industry executives cite the ad clutter and high prices as liabilities.
CBS, the network set to air the game have identified Honda, Hyundai, Audi, Kia, and Volkswagen as advertisers during the game.
Ford and General Motors have said they’re skipping the big advertising event this year.
– By: Stephen Calogera