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.

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