By on December 6, 2007

07-gm-ads430.jpgWell, there's a few million dollars saved, then. Still, with a $2.1b annual ad spend, you gotta wonder why The General would axe its Superbowl spectaculars. Adweek has the answer. "The reduced in-game spot count is 'driven by product launch timing,' the [GM] rep said. New introductions this year for the Malibu and Cadillac CTS models are essentially complete. 'The timing is such that we just don't need to purchase as many in-game spots.'" You know, I'm thinking that Chevy should've launched their $150m Malibu campaign at the Superbowl, as the brand should have a bunch of new 'Bu's on dealer lots by game time. Anyway, GM hasn't pulled-out of the biggest TV event of the year entirely; Chevy's bought eight spots in Fox' pre-game show and Caddy's stumped-up the dough for three post-game ads. As for the in-game ad, those of you expecting another flying car spectacular (last year's 100k mile warranty unveil) may be disappointed. Or you may not. AdWeek reports that "creative has not been finalized for the ad yet."

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18 Comments on “GM Cuts In-Game Superbowl Ads from Three to One...”


  • avatar
    mikey

    After extracting all they could from the union,maybe,just maybe they are looking to save a buck elsewhere.
    Million here a million there,when you running on your credit card,it starts to add up.
    I can only hope,that G.M.has seen the light.
    Spend the big bucks on building better vehicles,and you don,t need to spend so much on marketing.

  • avatar
    KatiePuckrik

    This all sounds like cost cutting to me. Which is a good thing, considering GM’s financial status, but will cutting advertising time be a false economy?

    The Malibu needs to pushed out in “ad-land”. The Malibu is GM’s flagship car. If they don’t treat it like a Camcord killer, how can it be perceived as one?

  • avatar
    mikey

    Katie:The Camcord sells well without a lot of ads
    why?It sells on its own merits.The Bu isn’t gonna kill the Camcords.It is gonna grab some sales,cause it the best midsize to come out of Detroit in years.
    Ads are wonderfull,but the product is what gets the buyers attention.
    I believe that G.M.should put every extra penny into the product.Then let the car sell itself.

  • avatar
    KatiePuckrik

    Mr Mikey,

    Exactly my point! The Camcords sell on their on merits. Merits which have been garnered over years of service. The Malibu doesn’t have that kind of time, so it has to make up time. What better way to get your message across, than the biggest sporting event in North America?

    I think the Mailbu is a nice looking car, just get rid that horrible grille and I’m sold! :O)

  • avatar

    NOTE: GM’s in-game ad could be for the new ‘Bu. We dunno…

  • avatar
    Blunozer

    I’m sure the local dealers will be willing to pick up the advertising slack. Especially if the Malibu turns into the success everyone thinks it could be.

    Get ready for obnoxious local dealer ads with a screaming guy in a cowboy hat.

  • avatar
    jthorner

    Super Bowl advertising is a colossal waste of money at the prices charged. I wonder if any car company can point to an up-tick in sales the weeks after a big Super Bowl ad spend to justify these things?

  • avatar
    KatiePuckrik

    Superbowl is a colossal waste of money, period!

  • avatar
    Cavendel

    KatiePuckrik :
    December 6th, 2007 at 11:48 am

    Superbowl is a colossal waste of money, period!

    6 demerit points for KatieP.

  • avatar
    KatiePuckrik

    Lol! Sorry! Just teasing! ;O)

  • avatar
    Cavendel

    Well, colossal wastes of money are what make America great!

  • avatar
    Gardiner Westbound

    Superbowl advertising moves product else successful companies would not be involved. Reducing Superbowl exposure, saving a fraction of GM’s bloated executive salary costs, will kneecap needed sales. It seems penny-wise and pound foolish to me.

  • avatar
    mikey

    Do ads really sell cars?I don’t know.I guess to a certain degree the vehicle gets exposure.Is it enough to justify the expense of a Super Bowl ad?
    Early indications are the Malibu is going to take off.Its the right car at the right time.
    If, and its a big if,if America gets used to 3$ a gallon gas and we don’t go into recession.Super Bowl may be the right time to push full size SUVs and Pick ups.I think it may be time to send John Mellencamp back to the farm.Get the ad guys to point out increased increased MPG,Hybrid etc.
    Americans do love thier trucks and I believe trucks will make a comeback.
    With a full size line up that blows the competion away.Maybe some well placed ads in the Super Bowl might do the trick.

  • avatar
    eh_political

    It’s a tough call, Malibu or trucks? So why do I suspect a dogs breakfast of a commercial will result; a confusing orgy of product topped off with gratuitous footage of the Volt? All this for an audience that will likely miss the spot because they are still high-fiving one another over one of the spot on target beer commercials.

    The GM spot is sure to be a palate cleanser between the entertaining commercials, and that is sad.

  • avatar
    John

    I know! I know! How about a Chevy Volt sliding sideways to a stop right in front of the camera?!! What more could a prospective buyer want to know about a car?

  • avatar
    jthorner

    “Americans do love their trucks and I believe trucks will make a comeback.”

    Trucks are headed back to the ~25% share of the light vehicle market they enjoyed for decades. The only caveat to this is the question of how tall wagons like the Envoy get categorized. For reasons known only to bureaucrats these things are categorized as “trucks”.

    To me an F150 or an Econoline are trucks while the Edge, Taurus X and Escape are cars.

  • avatar
    Juniper

    “Hold on tight to your dreams” How many times will we hear that? I don’t think the Accord needs a push but the ads keep rolling on. Don’t forget the Tundra teeter totter. Was that during the Super Bowl? Ads get the consumers attention. Most car buyers don’t read the car rags(mags) or talk about them on blogs as we do.
    Most importantly it entertains the non football fans that are dragged to watch the game. The fans are all getting a cold one or?? during the commercials.

  • avatar
    akitadog

    My money is on the Malibu for GM’s Superbowl ad ad.

    Of course, a close second place could be the Pontiac G8. I think it’s geared more towards the Superbowl crowd (i.e. “Manly” men) than the ‘Bu.

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