Super Bowl 53 is underway as we write this, with the Los Angeles Rams and the New England Patriots battling for the national championship and bragging rights at Mercedes-Benz Stadium in Atlanta. The big game draws millions of viewers as friends and family hunker down around the TV, eating various processed cheeses, meats, and (little) crackers. While hard-hitting sportsmanship brings most of the viewership, some also tune in for the often wacky, humorous, and sometimes heartfelt Super Bowl commercials. Automakers often have a huge presence during the ad breaks, using the opportunity to showcase their newest vehicles and technologies to the masses. However, one automaker will be absent from this year’s roster – General Motors will not air a single Super Bowl ad this evening.
None of GM’s four brands – Chevrolet, Buick, GMC, nor Cadillac – will advertise during one of the most significant sporting events of the year, according to The Detroit News. Why? One reason is likely the exorbitant cost. Since 2008, the cost of a 30-second sport nearly doubled in price, jumping from an already eye-watering $2.69 million to $5.25 million today. That’s a lot of money for a single, 30-second-long commercial. Longer commercials will come with a higher price tag, and that’s not even including the cost to produce the spot.
That said, the reach of a Super Bowl ad typically reaches beyond those watching during the broadcast, since the ad is typically watched online millions of times after it airs.
It’s likely that General Motors and other automakers such as Ford and Fiat Chrysler Automobiles, which are also not airing Super Bowl ads this year, took a long, hard look at the cost and decided to spend their advertising dollars elsewhere. For example, Cadillac will sponsor the Oscars later this month while Buick will continue its sponsorship with the NCAA and March Madness.
So when you’re sitting around the TV tonight, stuffing your face with all kinds of stuff, waiting for some splashy ad from Chevrolet for the mid-engined Corvette, remember there won’t be a single GM ad… though there will be ads from Toyota, Hyundai, Mercedes-Benz, and Audi.
That said, if you’re really in the mood for some GM commercials, then feel free to peruse GM ads in our archives.