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Article Excerpt
Byline: Mary Connelly, Laura Clark Geist
Automakers' demands on the TV networks that sell them advertising time are going a lot further than 30-second commercials.
Car companies want ad deals that include not only TV spots but also Internet, cell phone and podcast marketing, as well as product placement in TV shows.
Multimedia platforms are playing a big role in this year's "upfront'' bargaining between auto marketers and broadcast and cable networks over ad rates (see story, Page 26D).
Networks are "trying to get their viewers to log in, vote, play along and participate,'' said David Rooney, director of Chrysler brand marketing and global communications.
"We've taught people to watch TV and interact on the Web at the same time,'' Rooney told Automotive News. "We are trying to make them work together.''
That shift is occurring at a time when many automakers' spending on TV advertising is down or flat. Last year, car companies spent $2.79 billion to advertise on U.S. broadcast networks, down 1.1 percent from 2005, according to TNS Media Intelligence.
Automakers spent $1.17 billion to advertise on cable networks in 2006, down 9.0 percent from the previous year, TNS says. The figures include ad spending for non-automotive divisions.
Changing habits
Like other automakers, the Chrysler group wants integrated TV and digital ads to drive consumers to its Web...
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