GM Cuts In-Game Superbowl Ads From Three to One

Robert Farago
by Robert Farago
gm cuts in game superbowl ads from three to one

Well, 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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4 of 18 comments
  • John John on Dec 06, 2007

    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?

  • Jthorner Jthorner on Dec 06, 2007

    "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.

  • Juniper Juniper on Dec 06, 2007

    "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.

  • Akitadog Akitadog on Dec 06, 2007

    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.