Chrysler is advertising during the Super Bowl for the first time since 2004, making it the first U.S. automaker in the world’s most expensive advertising showcase in two years.
Chrysler will feature its Dodge Ram trucks in a 60-second ad in the first half of the NFL championship game on Feb. 7. According to TNS Media Intelligence, CBS is selling 30-second ads for $2.5 million to $2.8 million.
None of the U.S. automakers — Ford, General Motors or Chrysler — advertised in the game amid a sharp industry downturn in 2009 that saw both Chrysler and General Motors seek bankruptcy protection and government aid.
Italian automaker Fiat took control of Chrysler after it emerged from Chapter 11 reorganization in June. The federal government gave Chrysler LLC about $15.5 billion in aid and now owns nearly 10 percent of the company.
But now the company is out and wants people to know it, said Chrysler spokeswoman Dianna Gutierrez, who declined to disclose the cost of the commercial.
“Most American consumers do not realize we have emerged from bankruptcy, so the Super Bowl is a great way to reach out to our consumers to let them know we are still here,” she said Thursday.
The company added that, although the move could be criticized as a big expense, Chrysler feels it is justified considering the viewership, which was nearly 100 million people last year.
“In fact, it would be more costly to achieve the same number of viewers in traditional media placement and ensure the high viewership attention span that the Super Bowl delivers,” the company said.
