Ad Strategy by Chrysler and Chipotle Tests Networks’ Patience

Feb 24, 2012  •  Post A Comment

An unusual television advertising strategy being used by Chrysler and Chipotle Mexican Grill appears to be testing the patience of the TV networks. With the marketers airing two-minute commercials, the question remains whether networks will bite, reports Brian Steinberg in Advertising Age.

Chrysler has aired two-minute ads for two years running in the Super Bowl, while Chipotle recently aired a 2 minute, 15-second ad during CBS’s broadcast of the Grammys, the story says. Chipotle bought five consecutive 30-second spots to make the ad work, the article adds.

"Keep in mind that a two-minute ad costs a fortune compared to its slimmed-down, contemporary 30-second counterpart. And not every ad message or creative idea warrants an extension beyond the norm," Steinberg writes.

"Of course, a TV network could charge a premium for putting a two-minute ad into its schedule, but that could make the cost even more prohibitive. For now, it would seem, there are too few ad ideas and too little demand to contemplate a TV world filled with these commercial mega-blocks," Steinberg adds.

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