SBD/August 26, 2013/Marketing and Sponsorship

GM Will Return To Super Bowl Advertising As Chevy Plans Several New Model Launches

In addition to Super Bowl ads, GM will test the waters of advertising on Facebook
General Motors is "set to rejoin the ranks of Super Bowl advertisers after making a colorful exit from the big event in 2013," according to Brian Steinberg of VARIETY. Chevrolet will "launch 12 new cars and trucks in the U.S. between mid-2013 and the end of 2014, offering a good reason for an appearance" in Fox' broadcast of Super Bowl XLVIII. GM Cross Brand Communications Manager Ryndee Carney "declined to specify how much ad time the automaker had purchased." Sources said that Fox has been "seeking around $4 million for a 30-second ad in the game." Former GM Global CMO Joel Ewanick in the months leading up to Super Bowl XLVII "publicly railed against the eye-popping cost of advertising in the game." GM is "likely to be just one of many car advertisers" in this year's Super Bowl. Car makers over the past three years have "emerged as perhaps the biggest supporters of the event" (VARIETY.com, 8/23). Carney said that the company "has not finalized its Super Bowl advertising plans." Ford and Chrysler, which both advertised during last year's Super Bowl, said on Friday that they "did not have any announcements regarding intentions" for this year's game (DETROIT NEWS, 8/24). CNBC.com's Paul Eisenstein reported GM also has "decided to test out new opportunities on Facebook, another marketing outlet that Ewanick rejected before he was himself ousted because of a controversy involving costly marketing ties to European soccer" (CNBC.com, 8/23).
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