TITLE

Despite cutback, Chevy is top auto spender in '98

AUTHOR(S)
Jackson, Kathy
PUB. DATE
March 1999
SOURCE
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM34
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article presents the results of a report on the advertising spending of automobile companies in the U.S. in 1998, released by Competitive Media Reporting. Chevrolet spent $645 million, compared with $620 million for the number 2 Ford brand. Dodge held down the third spot by spending $603 million. However, unlike Chevrolet and Dodge, Ford's spending include some corporate spending, which means Dodge likely outspent Ford as a brand. Chevrolet's spending in its biggest categories, network television (TV), magazines and spot TV, sagged 2.5%, 8% and 18%, respectively. Network and spot TV and magazines still dominate when it comes to automotive brand spending.
ACCESSION #
18196819

 

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