Mitsubishi Motors North America Inc. is buying advertising time on broadcast and cable TV during the fourth quarter of 2005 to support the launches of two vehicles. The company did not buy ad time on broadcast networks last year.
During the fourth quarter of 2004, Mitsubishi spent more than $20 million on cable advertising, according to Nielsen Monitor-Plus, a service of Nielsen Media Research. Broadcast sales executives say the company's cable spending appears to be 10 percent larger this year.
It was unclear how much Mitsubishi plans to spend on broadcast spots in the last three months of the year. Mitsubishi executives have complained about the rapidly rising cost of broadcast ad time.
TV ad sales executives say Mitsubishi is aiming the new Raider pickup and Endeavor SUV at relatively young buyers.