Another strong sign of the rebounding automotive industry? Try Super Bowl XLIV. Chrysler, returning to the event for the first time since 2004, is among eight automotive-related companies who have announced their participation in television broadcasting’s most expensive advertising platform.
In addition to Chrysler, Hyundai, Bridgestone GoDaddy.com, Anheuser-Busch, Cars.com, Honda and Audi have all purchased commercial time during the Feb. 7 game schedule in Miami, Fla.
Chrysler will showcase its Dodge brand in a 60-second ad in the first half of the game.
TNS Media Intelligence says CBS is selling 30-second ads for between $2.5 million to $2.8 million. Chrysler wouldn’t comment on the advertisement price.
Chrysler spokeswoman Dianna Gutierrez said the company wants to let Americans know it has emerged from bankruptcy protection.
Italian automaker Fiat took control of Chrysler after it emerged from Chapter 11 reorganization in June. Chrysler LLC received about $15.5 billion in U.S. government aid. The government owns nearly 10 percent of the company.
Article Last Updated: January 15, 2010.
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A sports, travel and business journalist for more than 45 years, James has written the new car review column The Weekly Driver since 2004.
In addition to founding this site in 2004, James writes a Sunday automotive column for The San Jose Mercury and East Bay Times in Walnut Creek, Calif., and monthly auto review and wellness columns for Gulfshore Business, a magazine in Southwest Florida.
An author and contributor to many newspapers, magazines and online publications, co-hosted The Weekly Driver Podcast from 2017 to 2024.
