General Motors Co. said its Chevrolet brand will return to advertise in the next Super Bowl after the automaker sat on the bench during the big game earlier this year.
The company, in a statement, said its largest brand will advertise in Super Bowl XLVIII. The Chevrolet brand is launching 12 new cars and trucks in the U.S. between mid-2013 and the end of 2014.
“The timing of Super Bowl XLVIII lines up perfectly with our aggressive car and truck launch plans,” Tim Mahoney, Chevrolet global chief marketing officer, said in a statement. “The Super Bowl is a great stage for showcasing the Chevrolet brand and our newest cars and trucks.”
GM’s former Global Chief Marketing Officer Joel Ewanick in May 2012 announced GM wouldn’t advertise in the 2013 Super Bowl due to the high cost CBS wanted for the spots. Some analysts questioned GM’s decision, though the company did advertise several 30-second spots during the 2013 Super Bowl pregame show. Ewanick no longer works for the company.
Mahoney came to the company earlier this year from Volkswagen of America Inc., which has won praise for its recent Super Bowl commercials.
GM spokeswoman Ryndee Carney said GM’s Chevy brand only will advertise during the big game. It’s not known how many ads Chevy will have in the 2014 Super Bowl. Carney said the automaker has not finalized its Super Bowl advertising plans.
GM did not advertise in the Super Bowl for two years during the economic downturn but returned for the game in 2011. Carney said the company opted for the next Super Bowl because of the products it has coming out and the timing of when they will be in dealerships.
“We think it’s important to time our advertising around availability in dealerships,” she said in a telephone interview.
When asked about why the company has had a change of heart as ad spending hasn’t gotten any cheaper, Carney said she couldn’t speak to last year’s decision. She noted the company’s new vehicle timing didn’t match up like it will in early 2014.
Super Bowl ads for the 2014 game could go as high as $4 million for a 30-second spot, said University of Detroit Mercy marketing professor Mike Bernacchi in a telephone interview.
The Super Bowl ads give companies exposure before and after the game, especially on social media, which can make them a good buy, he said. As the economy and car sales have improved, so have the numbers of ads they place in the game. Bernacchi said about a quarter of the Super Bowl ads during the game the past three years have come from automakers, Bernacchi said.
“They are perfectly positioned to be able to take advantage of Super Bowl ads,” Bernacchi said.
GM has a long history of advertising in the Super Bowl. The company was the third-largest Super Bowl advertiser from 2003 to 2012, spending $97.2 million, according to Kantar Media.
Ford Motor Co. and Chrysler Group LLC, which both advertised during this year’s game, said they did not have any announcements regarding intentions for the 2014 Super Bowl. Chrysler and its brands have had a presence in the big game for the past three years. Ford’s Lincoln Motor Co. aired two 30-second spots during the 2013 game, marking its first Super Bowl ads in more than a dozen years, said Ford spokesman Chris Preuss.
The 2014 Super Bowl will air Feb. 2 on Fox. About 85 percent of ad space has been sold for the game, according to USA Today.