Detroit News Wire Services
Chrysler LLC is shifting its television advertising dollars to live sports and the Internet and out of primetime programs as the Hollywood writers' strike heads into an 11th week, Bloomberg News reported today.
The temporary move may become permanent, because primetime commercials don't have as much viewer impact they did a decade ago, marketing chief Deborah Wahl Meyer told Bloomberg Sunday in an interview at the North American International Auto Show. Meanwhile, Chrysler is reaching buyers on car-enthusiast Web sites, she said.
The strike "is changing the whole broadcast model," Meyer said. Unlike the last writers' walkout, in 1988, "the biggest thing we've noticed about the strike is that nobody is talking about it," she added.