“We understand the reach the Super Bowl provides, but with the significant increase in price, we simply can’t justify the expense,” said Global Chief Marketing Officer Joel Ewanick in a statement regarding Super Bowl XLVII Feb. 3, 2013 football game. A bold move considering the Super Bowl has been historically the most watched television event year in and year out. CBS is reportedly selling 30-second spots for about $3.8 million a pop for next year’s championship game. That’s up from last year’s rate of $3.5 million per 30-second spot. However, we can expect plenty of GM advertising during the upcoming 2012 Olympic Games in August.
Edmunds analyst Michelle Krebs criticized GM’s move.
“It feels premature for GM to make such a big decision regarding Super Bowl, especially since GM will be launching a new line of full-size pickup trucks and full-size SUVs around Super Bowl time,” she said. “The Super Bowl audience is ideal for those vehicles and the timing is right.”
The company’s decision to eliminate Super Bowl and Facebook ad spending coincides with Ewanick’s efforts to streamline marketing efforts and save $2 billion over five years. Currently, GM ranks third in ad spending in the United States. Meanwhile, Pittsburgh Steeler James Harrison will be fined $50,000 (probably).