Mitsubishi Spots Return to Broadcast

Sep 26, 2005  •  Post A Comment

Automaker Mitsubishi, which didn’t buy advertising time on the broadcast networks last year, is in the scatter market buying fourth-quarter broadcast and cable spots to support the launch of two new models.

Last year, Mitsubishi spent more than $20 million on cable advertising during the fourth quarter, according to Nielsen Monitor-Plus, and cable network sales executives said they’re seeing budgets that are 10 percent larger this year.

It was unclear how much money the automaker was earmarking for broadcast.

Mitsubishi was openly criticized by some broadcast networks salespeople last year after one of its execs said it didn’t buy broadcast because prices were going up too steeply. The automaker’s sales tanked and the Mitsubishi executive later lost his job, creating a cautionary tale.

The new Mitsubishi models, the Raider pickup truck and the Endeavor SUV, are both aimed at a relatively young demographic, ad sales executives said.

Some ad sales executives said they also were starting to see fourth-quarter scatter spending from the usual categories: fast food, communications, movies and DVDs.

Some buyers were still trying to complete their upfront ad buys and were looking to add more money at the upfront rates. Buyers said some broadcast networks were accommodating those requests, while some cable networks were turning them down and asking for higher prices on what were actually scatter buys.