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Automakers face tighter ad choices in '08; New-model intros spark competition for prime TV time.

Publication: Automotive News
Publication Date: 28-MAY-07 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Automakers face tighter ad choices in '08; New-model intros spark competition for prime TV time.(Marketing)

Article Excerpt
Byline: Laura Clark Geist

The auto industry, the biggest buyer of broadcast advertising, faces higher prices and fewer opportunities to promote new models in the 2007-08 TV season.

Next year's political campaigns and Summer Olympics will stimulate demand among advertisers. That will tie up desirable ad slots on broadcast and cable networks, auto and TV executives say.

"There are going to be some media battles,'' says Susan Thomson, senior manager of global communications for the Chrysler group. "It will be an aggressive year.''

Automakers and other marketers are negotiating next season's ad rates and commercial time slots with TV networks, in an annual process called the "upfront.'' Advertisers are expected to spend more than $9 billion in this year's upfront for broadcast networks and $7 billion in the cable upfront.

Analysts predict increases of 3 to 5 percent over last year in ad rates charged by major networks. Last year, auto manufacturers spent $6.78 billion on all forms of...

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