Our Terms of Service and Privacy Policy have changed.

By continuing to use this site, you are agreeing to the new Privacy Policy and Terms of Service.

Chrysler buys 60-second Super Bowl ad

By Aaron Smith, CNNMoney.com staff writer

NEW YORK (CNNMoney.com) -- Chrysler will be the only U.S. automaker to advertise in this year's Super Bowl, forking over millions of dollars to restore its image following its bankruptcy and the federal bailout that followed.

"What better way to illustrate to our customers that we are still here than to air on the Super Bowl, which is not only watched for the game, but also for the advertising spots," said Chrysler spokeswoman Dianna C. Gutierrez.

Should the federal government impose special fees on banks in order to recoup some of the bailout funds?
  • Yes
  • No
  • Not sure

She said that Chrysler will advertise its Dodge Charger in a 60-second commercial that will showcase "the passion of Dodge."

A 60-second spot is the longest and the most expensive ad available during the Super Bowl. The 30-second spots are more common, and are selling for about $3 million each according to Dana McClintock a spokesman for CBS, which is airing this year's Super Bowl. It isn't clear exactly how much Chrysler is paying, but CBS said on Thursday that it was close to selling out.

Chrysler has been struggling for some time. The automaker was rescued by a $7 billion bailout from the U.S. government, and then sold a minority stake to Italian automaker Fiat.

"My guess is that Chrysler wants to take the opportunity to talk to the American people and say, 'We're here, we're a long term player, and we have a good product,'" said Jim Cain, marketing executive with the Quell Group, a brand communications firm based in Troy, Mich.

Viewers won't hear anything from the rest of the Big Three during the big game either; both Ford Motor (F, Fortune 500) and General Motors have said they're skipping it this year.

GM, which received a $50 billion government bailout, won't advertise during the game because the company doesn't have any new cars launching, according to spokeswoman Ryndee Carney.

"We don't have anything new to talk about," she said, noting that GM did not advertise in the 2009 game, either.

Quell's Jim Cain speculated that Ford and GM bowed out of the year's biggest Bowl game because the ads are so expensive.

"It's a lot of resources to put towards one 30 or 60 second spot on one night when you have to advertise for the rest of the year," he said.

"The Super Bowl is a very crowded game," he said. "It's a very competitive advertisement arena and you're one fish in a very large ocean."

Still, Chrysler is probably hoping to tap into the massive audience that goes along with all of that. Last year's ratings were a record high, with 98.7 million people tuning in to watch the Pittsburgh Steelers beat the Arizona Cardinals.

CBS identified several foreign automakers that will also be advertising in the 2010 Super Bowl, including Honda, Hyundai, Kia, Audi and Volkswagen.

The 43rd Super Bowl will be played Feb. 7 at Dolphin Stadium in Miami Gardens, Fla. To top of page

Index Last Change % Change
Dow 17,813.39 1.20 0.01%
Nasdaq 5,116.14 13.34 0.26%
S&P 500 2,088.87 0.00 0.00%
Treasuries 2.21 -0.01 -0.49%
Data as of 9:26am ET
Company Price Change % Change
Intel Corp 34.45 0.09 0.26%
AT&T Inc 33.45 0.06 0.18%
Dow Chemical Co 51.92 -1.46 -2.74%
Applied Materials In... 18.45 0.07 0.38%
Charles Schwab Corp 33.69 0.19 0.57%
Data as of Nov 25


It's been a lousy year for almost all major retailers. Sales have been sluggish. But consumers are buying more things online. And Amazon's stock has more than doubled. More

Brazilian police arrested a prominent senator and billionaire CEO for interfering in the investigation of Petrobras, which has pushed Brazil into recession. More

Watsi crowdfunds donations to cover healthcare costs of those in need. And it's seeing a surprising trend: micro-donations via the popular Chinese social networking app, WeChat. More

Some of the coolest toys this year are from small businesses. Here are 10 hot toys that just might be a smash hit this holiday season. More

Facebook just increased the amount of paid time off new dads working at its international offices can take. More