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Automakers Spending Big Money to Maximize Exposure with Super Bowl Ads

Even at $4.5 million for 30-second spot, most makers deem time worth the money.

by on Dec.12, 2014

Despite the strong response to its Little Darth Vader ads, VW plans to sit out Super Bowl XLIX.

The National Football League season is rushing towards its climax and soon the airwaves will be filled with NFL playoff games packed with advertising for new car and truck advertising culminating with the Super Bowl on Feb. 1, which is very likely to attract record amount of automotive advertising.

Flush with cash from strong sales during 2014 and a promising outlook for 2015, carmakers appear ready to spend heavily on the new advertising for the big game. And spend heavily they will, a 30-second spot is $4.5 million, which is up from $4 million during last year’s game.

Informed!

There will be some notable absences, however. Volkswagen, which scored a big success with its Little Darth Vader spot several years ago, is sitting on the sidelines this year. And Jaguar and Lincoln apparently won’t be there, either. But they will be exceptions, rather than the rule.

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Controversy Erupts After Embarrassing Tweet

Chrysler releases social media company after its employee sent tweet using the f-word.

by on Mar.11, 2011

Chrysler wants the goodwill from its epic Super Bowl commerical for the new 200 to continue, so it quickly squashed a controversy about an errant tweet that used the f-word.

A firestorm of controversy erupted after Chrysler’s social media agency accidentally sent a tweet that used the f-word on Wednesday.

At one point, the automaker said one of its twitter accounts, @ChryslerAutos, had been compromised, but it later determined that the tweet was sent by the employee of New Media Strategies. The controversy came when NMS fired the employee and Chrysler dismissed the agency.

“Chrysler Group and its brands do not tolerate inappropriate language or behavior, and apologize to anyone who may have been offended by this communication,” said a blog post on Chrysler’s media website Wednesday. Click here to read the post.

Your Guide to the twitterverse!

“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f****** drive,” the tweet said.

“The tweet denigrated drivers in Detroit and used the fully spelled-out F-word. It was obviously meant to be posted on the person’s personal twitter account, and not the Chrysler Brand account where it appeared,” said Chrysler’s Ed Garsten in another blog post on Chrysler’s site Thursday. Click here to read Garsten’s blog post.

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Marty’s Marketing Minutia – Lies, Damned Lies and Statistics

Chrysler's buzz, Ford's global test drive, and $65k a year to blog for BMW.

by on Feb.21, 2011

How much buzz did Chrysler get from its Eminem ad?

Report diminishes Chrysler buzz

Lies, damn lies and statistics? Or is it perception versus reality? In the annual YouGov Polimetrix Brandindex study released this week that measures the brand buzz gained the days following the very expensive commercials on Super Bowl XLV, the now-famous Chrysler commercial was not among the top gainers across various demographics.

But before divulging the data it’s important to ask: What is YouGov’s credibility factor?

In the Know!

Based on reports in Advertising Age and Brand Week, YouGov is a weekly consumer perception report that daily interviews 5,000 people each weekday from a representative U.S. population sample from an online panel of 1.5 million individuals. YouGov calculated pre and post-game scores for perceptions of brands to arrive at net scores that present the percentage of respondents who have heard recent positive buzz about a brand advertised in the Super Bowl minus the percentage who have heard recent negative buzz about the brand. Seems a tight methodology to me.

Among all auto advertisers and all advertisers in the Top 10 Chrysler was ranked second in buzz change.

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