GM expects huge savings from dropping 2013 Super Bowls ads

Article by Anita Panait, on June 1, 2012

General Motors will not be showing commercials during the 2013 Super Bowl and will instead channel the funds from it to other advertisements and other marketing campaigns to support a number of vehicle launches next year. Joel Ewanick, GM global marketing chief, said he has already started shifting the funds to other very efficient ways “of doing the same thing.” 

The company is planning several vehicle launches in 2013, which include the Chevrolet Impala sedan and the next generations of Chevrolet Silverado and GMC Sierra full-sized pickups. GM will start selling the Chevrolet Silverado and GMC Sierra in spring 2013, followed by new full-sized sports utility vehicle based on the pickups later in the year. 

Ewanick admitted that next year’s Super Bowl would have been a good venue to advertise the company’s next generation of trucks. He, however, changed his mind due to the very high costs associated with the Super Bowl advertising.

Ewanick describes the rate increases proposed by CBS, which will cover the 2013 game, as "significant." Several media outlets have reported that CBS is imposing rate increases of up to 25 percent, which means a 30-second commercial during the airing of the Super Bowl would cost around $4 million or more. Ewanick said GM does not have unlimited resources to be able to shoulder that cost.

If you liked the article, share on:

Comments

Recommended

Hyundai is introducing a new 2018 Accent that is not only wider and longer, but is now also sporting a new look that is more serious than the previous model....
by - February 20, 2017
Fans and enthusiasts of the BMW M2 in the United States could now rejoice. This comes as their favorite BMW M2 is getting a limited edition version as prepped by...
by - February 20, 2017
Carmakers usually leave us thirsty for information on whether they would introduce a new, refreshed or face-lifted vehicle and on when they intend to launch it. There are reasons for...
by - February 20, 2017
Cadillac’s CT6 full-size prestige-luxury sedan is still somewhat new. It has been offered to the global auto market for two model years – 2016 and 2017. But for those who...
by - February 19, 2017
In many industries, it is the rivalries that make things exciting. In basketball for example, there is the well-known rivalry between the Los Angeles Lakers against the Boston Celtics. For...
by - February 19, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries