To reach more women who might be drawn to its long-time support of sports like golf and baseball, General Motors Company plans to increase its spending on sponsorship of TV entertainment in 2011. A project in development is landing a role for GM's plug-in hybrid Chevy Volt in a reality show.
During the Detroit Auto Show, GM's general director of sports and entertainment, Steve Tihanyi, said GM's spending on sponsorship deals would be up by a single-digit percentage from 2010.
That includes GM co-producing TV shows like a documentary about a year in the life of a Detroit fire station or a three-part Discovery series on the city.
GM continues to be one of the largest corporate spenders on sponsorships, including sports - its biggest category - festivals, entertainment, causes and more.
IEG, a unit of advertising firm WPP Plc, said that GM, which underwent a government-led bankruptcy reorganization in 2009 and returned as a publicly traded company in November 2010, spent an estimated $180 million to $185 million on sponsorships in 2009.
GM does not disclose what it spends on those deals, but Tihanyi said its spending was flat in 2010 after previously cutting it to about 60 percent of its pre-bankruptcy levels. [via autonews - sub. required]