GM says it won’t buy advertising time during the upcoming Super Bowl LVIII, set to take place Sunday, February 11th, 2024. General Motors previously purchased ad time during the competitive and popular Super Bowl time slot for the last four years. The change in direction arrives amid a change in marketing leadership at General Motors, as well as a general shift in attitudes among consumers regarding electric vehicles.
According to a recent report from Ad Age, a GM spokesperson confirmed that the automaker would not purchase advertising during the 2024 Super Bowl.
“We continually evaluate our media strategies to ensure they align with our business priorities,” the spokesperson said.
General Motors appointed former CVS CMO Norm de Greve as chief marketing officer over the summer, replacing former CMO Deborah Wahl, who left in March. Wahl previously served as CMO at General Motors in 2020, at which time the automaker elected to run its first Super Bowl ads since 2017. The General ran additional Super Bowl ads in 2021, 2022, and 2023. The ads promoted GM’s latest all-electric vehicles, with celebrity appearances from the likes of LeBron James, Will Ferrell, Mike Meyers, and others.
Part of GM’s pullback from spending on new Super Bowl advertisements may be down to a shift in consumer attitudes towards EVs, with more and more consumers now citing high prices as a roadblock to purchasing a new all-electric vehicle. A recent poll indicated that an EV purchase is unlikely for most American car buyers, with roughly 30 percent of poll respondents indicating that they are unlikely to buy an all-electric model or hybrid model as their next vehicle. That said, EV sales climbed to 7.9 percent of all vehicle purchases during Q3 2023, increasing from 6.1 percent during Q3 of 2022. General Motors has stated that it aims to out “everyone in an EV,” offering a variety of options across multiple price points.
It should also be mentioned that General Motors is now recovering from the six-week UAW strike, estimated to have cost GM, Ford, and Stellantis roughly $2.9 billion.