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Chrysler kept ad buys steady

by David Zatz on

Chrysler kept its advertising budget roughly the same in 2012 and 2013, according to Advertising Age, as reported by Automotive News today.

Chrysler raised their budget by just 1% from 2012 to 2013, spending $2.0 billion over the year. In contrast, GM spent $3.1 billion (up 3%); Ford, $2.6 billion (up 12%); and Toyota, $2.1 billion (up 4%).

Nissan rose their ad buying by 11%, to $1.2 billion, while Honda cut their ad budget by 20%, falling to $1.1 billion. No other automaker spent more than (Volkswagen’s) $811 million.

Advertising Age differentiated by “measured media” (broadcast, print, and Web banner ads) and “unmeasured formats” (videos, social media, and search engine placement). Most of the automakers had a heavy bias toward the more conservative “measured media,” with GM spending 58% of its budget there, Toyota 61%, Chrysler 59%, Nissan 69%, Honda 62%, and VW 65%; but Ford stuck out as spending most of its budget (56%) on “unmeasured media.”

According to Automotive News’ coverage, Ford raised their spending on “unmeasured” ads and marketing by 19% over 2012; Nissan raised their spending in that category by 12%. Kia and General Motors, though, spent less on unmeasured marketing, Kia cutting by 24% and GM by 6%. Honda’s overall drop in spending came because 2012 was an unusual year, launching a new Accord.


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