General Motors’ NFL ads to continue despite absence in Super Bowl

Article by Anita Panait, on June 4, 2012

General Motors will still advertise during television broadcasts of National Football League games even with the carmaker’s recent decision to not buy ads in next year’s Super Bowl, GM’s global marketing chief Joel Ewanick said. Ewanick expects an increase in spending for ads shown in NFL games, noting that GM’s unit Chevrolet is currently the league’s largest advertiser. 

Ewanick also remarked that Chevrolet’s recent sponsorship deal with British football club Manchester United should not be viewed as an indication that the brand will spend less on US advertising as it seeks to reach out internationally. He clarified that GM is not spending less in North America, but rather will spend more to finance a number of vehicle launches in 2013.

The company’s 2013 launches include the Chevrolet Impala, and redesigned Chevrolet Silverado and GMC Sierra. According to Ewanick, the company will start selling the pickups in the spring of 2013, to be followed by redesigned full-sized sports utility vehicles based on the pickups.

Ewanick admitted that Super Bowl would have been a good venue to advertise the pickups, but said the game has become too costly, calling the rate increases proposed by CBS for the 2013 game as "significant." According to several media outlets, CBS is proposing for rate hikes of up to 25 percent, which means a 30-second ad could cost at least $4 million.

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