General Motors to miss Super Bowl XLIX advertising

Article by Christian Andrei, on January 16, 2015

TV viewers will not see any commercial spots carrying any General Motors brand in the upcoming telecast of Super Bowl XLIX on February 1. According to the carmaker, its ties with the big game remains intact, as Chevrolet will present the Most Valuable Player with a new Colorado mid-size pickup.

GM also passed on buying spots on the broadcast of the Super Bowl in 2013 after its then-global chief marketing officer Joel Ewanick said the carmaker couldn't justify the cost of doing ads in the season finale of the National Football League. GM, however, is not the only carmaker that opted to sit out from this year’s edition of the Super Bowl.

Recent advertisers like Lincoln, Jaguar, Honda and Acura also decided to make a pass for this year’s game. In 2014, 11 different nameplates had their share of airtime in the Super Bowl. In fact, autos accounted for over one-fourth of the total ad time in the game, according to Kantar Media.

For 2015, however, the auto category has been a challenge for NBC, according to Seth Winter, exec vice president for sales and sales marketing for the NBC Sports Group and NBC Universal News Group.

Some carmakers have reasoned out that due to new car launches, they opted not to buy spots for the big game. As of last week, NBC has sold out around 95 percent of commercial time for the Super Bowl.

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