After it chose not to advertise this year during the National Football League’s championship game in February, General Motors will return with a Chevrolet marketing ad in 2014.
GM opted out this year, saying the airtime was too expensive (about $3.8 million for a 30-second spot for the 2013 game, up from about $3.5 million in 2012.). Then-marketing chief Joel Ewanick, who was also charged with cutting costs, made the decision. But now the automaker is planning a new Super Bowl ad push on Fox, which will air the game, as it introduces 18 new or refreshed vehicles this year, including 13 Chevrolets. Super Bowl ad slots are already 85% sold out and will be 90% gone by the time the NFL season begins in less than two weeks, Neil Mulcahy, executive vice president of Fox Sports told USA Today.
“The timing of Super Bowl XLVIII lines up perfectly with our aggressive car and truck launch plans,” Tim Mahoney, global chief marketing officer for Chevrolet, said in a statement. “The Super Bowl is a great stage for showcasing the Chevrolet brand and our newest cars and trucks.”
Chief Marketing Officer Joel Ewanick left the Detroit-based automaker in July 2012, had also eschewed advertising on Facebook, the world’s most popular social-networking website. People familiar with the matter said at the time he was ousted because of the cost of a sponsorship deal with the Manchester United soccer team.
Now, GM began undoing many of its decisions, including advertising during the Super Bowl pre-game programming this year and announcing in April a return to paid Facebook ads, using the social network’s mobile applications and website.