Auto CMOs Dish on Media Ahead of Upfronts
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The good news for TV networks: Deep-pocketed automotive advertisers still think the upfront is the place where they can lay their paws on the sports and entertainment programming they want — and the place where they can get the most bang for their buck.
Mercedes-Benz USA is traditionally bullish on the upfront, said Drew Slaven, VP of marketing. And that won’t change this year. “We like the upfront,” he said. “We find, as a company, that it’s where you put your ad dollars for the most efficiency. You get the best programming — and you get the best dollar for it.”
Despite the rise of digital and other media, TV advertising “is still the 800-pound gorilla,” Mr. Slaven added. “A lot of people question: ‘Is the 30-second TV spot dead?’ My answer is: ‘Absolutely not.’ It’s differently consumed. It’s part of a bigger toolbox. But it’s still the most effective single piece of marketing-communication material in the U.S.”
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