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.

Chevrolet has totally reimagined the 2014 Impala - its signature flagship sedan - with eye-catching styling, a more spacious interior and innovative technologies that had never been seen before in an Impala.

The 2014 Chevrolet Impala is totally new in its overall look, with strong style elements that were seemingly inspired by the past while coming to terms with Chevy's modern design. It leads the 10th generation of one of the auto industry's most famous and lasting nameplates. It has been the top-selling full-size car in the US since 2004, with overall sales of over 169,000 in 2012.

Being true to its brand, the 2014 Impala provides modern technologies at a reasonable cost. It integrates 10 standard air bags and also comes with a pack of offered safety features like the forward collision alert, side blind zone alert, full-speed-range adaptive cruise control, lane departure warning, collision mitigation braking, rear cross traffic alert, rear-park assist and rear camera.

Vice President of Chevrolet Marketing Chris Perry said that the Impala has a history of pushing the segment with strong designs, innovative technologies and prime features that are not available at its price range. He added that the 2014 Impala's mix of refinement, efficiency, driving confidence and information entertainment choices will set a standard in its class and firmly position itself as the flagship car of the Chevy.

The V-6 engine of the Impala will be the strongest naturally aspirated engine in the class. The vehicle also gets a new, fully responsive electric power steering system and an improved suspension that gives clients a superb driving experience.

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