NEW YORK - Chrysler Corp. is fed up with network TV's rising ad rates and how automakers are disrespected in the process.
'Are we (the auto industry) ever going to do something about it, or do we just keep taking it?' asked Bud Liebler, Chrysler's vice president of marketing. Liebler voiced his frustration during a speech at the Automotive Marketing Sem-inar, sponsored by Automotive News at the New York International Automobile Show. Some examples:
CBS spent $4 billion to regain NFL Football, and 'guess who foots the bill,' Liebler said, meaning advertisers.
After 35 years as sponsor of golf's Bob Hope Chrysler Classic on NBC, Chrysler was not consulted when the Professional Golfer's Association switched networks.
Referring to the $2 million price for a 30-second spot on the final episode of 'Sienfeld,' Liebler showed a snippet of a past show. In it, a dealer mechanic who becomes a salesman is referred to as someone going from 'screwing you from behind your back to screwing you in front of your face.' Said Liebler: 'They're asking (automakers and dealers) to shell out huge bucks to sponsor a show that makes fun of our industry, or worse.'
He added: 'There's clearly an opportunity to increase our efficiency.' Chrysler has built a database that has 300 attributes for each of its 17 million owners and manages data on 23 million prospects. 'It will allow us to send the right message to the right people at the right time,' Liebler said, 'something the networks could never do for us.'