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.
A still from a Buick ad for the Cascada Convertible that aired during Super Bowl 50
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.
Comments
General Motors won’t be alone in pulling ads from the Super Bowl as Coca Cola pulled their ads from the event as well because you’re just not going to get value as it’s unlikely that they’ll have something as memorable as the young boy offering his bottle of Coca-Cola to Pittsburgh Steeler Mean Joe Greene or Apple’s introduction of the Macintosh.
i saw a coke ad. its message was everyone is different but we all love coke. it brought a tear to my eye.
i’m glad gm didn’t advertise. it is a waste of money as far as i’m concerned.
although i thought gm might surprise everyone with a better look at the c8. oh well, the wait continues.
Good call as that is a lot of money for so little return.
We like going to the local pub to watch the game with a crowd and minimal attention goes to the game let alone commercials and half time. It really seems like actual interest in the Superbowl peeked years ago but has become a North American holiday that people celebrate for no particular reason. I also think it’s one of the few good moves GM has done recently.
GM is just about, “let’s do everything as cheaply as possible” so we can report good profits on our quarterly stock performance. It doesn’t matter what type of vehicles we make or how we treat our customers or enthusiasts, it’s all about managing costs so we get bigger bonuses and Mary looks like a competent CEO.
Toyota, Hyundai/Kia, Mercedes And a couple others saw the value in advertising during the Super Bowl and many folks remember their commercials the next day. I remember seeing the Kia Telluride and frankly it was impressive.
Did anyone notice that GM has not publicly introduce the new Chevy Blazer? Zero fanfare For a been played with a story past. It’s likely because they didn’t want any bad press prior to its launch. But I did read an article today on the Car Connection that pretty much panned it…
I grew up in GM vehicles and I wish GM was the company it was in the late 50s early 60s, creative, innovative, the styling leader but unfortunately they lead in zero categories today. What exactly is the goal and focus for GM management? It’s clearly not building world-class vehicles that will grow sales and increase market share… This company is a rudderless, without direction and failing.
Toyota, Mercedes and Kia/Hyundai were quite happy about this move. I’ll bet we are going to see a ton of 2019 Rav 4’s all over the place in a few months
When is the Superbowl?
I just had a superbowl – of soup.
Super Bowl ads are not commercials, they try to be marketing statements. The most famous ones were Apple (1984?), The Coke Mean Joe Green, Coke’s “I like to Teach the World”, and one of the best ever, Chrysler’s “Imported from Detroit”. None of these try to sell or offered products, but to sell an image of who we are. A very difficult message to project every year.
I’m glad the big companies are pulling away from the Superbowl. Just too much hype, too costly and if the ad dumps or get controversy the social media will hammer the company, boycott, etc. Just not worth it.
“Imported from Detroit” right up there with “Mean Joe Green” and “1984”?
Just what are you smoking?