GM Leads Auto Makers in 1987 Spending for Television Ads

DETROIT — General Motors Corp. spent 25% more on its television advertising last year than it did the year before, ranking it as the top advertiser among auto makers.

GM spent $500 million on TV advertising in 1987, the largest chunk of the $2 billion that car makers spent on the medium, according to a survey reported Tuesday by the Television Bureau of Advertising.

The 1987 figure was 19% more than in 1986.

GM spokesman Harold Jackson said GM’s increase came because of “aggressive promotion of new GM models in a highly competitive market.”

Ford Motor Co. ranked second, spending $304 million, and Chrysler Corp. was third at $265 million. Toyota Motor Sales led foreign car makers, spending $167 million last year.

The largest increase in advertising came from Suzuki Motor Co., which boosted its television costs by 126.3%, from $12 million in 1986 to $28 million last year. The largest decline was at Volkswagen of America, which spent 9.4% less last year than the year before.

The figures represent annual network and spot TV spending for the auto makers and dealer associations, according to William Moll, president of the television advertising bureau.