One way for today’s auto manufacturers to promote a new model to the largest possible audience is to purchase television ad time during a NFL Super Bowl. In 2021, a 30-second ad slotted during game time cost $5.5 million. That ad played to a domestic audience of 96.4 million viewers, and well over 100 million worldwide. It was the 18th largest TV audience in history.
A downside to that $5.5 million investment, though, is not knowing how much of that viewership was either taking a bathroom break, or replenishing snacks in the kitchen when a particular 30-second ad ran.
Long before the Super Bowl existed, Chrysler Corp. devised a strategy to promote its cars in front of an audience of millions from around the world. This strategy involved tweaking a carmaker’s common tactic of having a static display at a
