General Motors Co., which isn’t advertising on CBS during the National Football League’s Super Bowl, plans to air commercials during the television network’s pre-game programming Feb. 3, the automaker said.
GM’s Chevrolet brand will have four spots during that time, Chris Perry, vice president for Chevy marketing, said Friday.
The automaker garnered attention last year when then-Chief Marketing Officer Joel Ewanick decided the company wouldn’t advertise during the NFL championship game because it wasn’t worth the high cost.
While GM is sitting out, Audi, Chrysler, Hyundai, Kia, Lincoln, Mercedes-Benz, Toyota and Volkswagen are scheduled to air ads during the game telecast, according to Ad Age.
Ford Motor Co. is using the 2013 Super Bowl broadcast as part of a marketing effort to revive its Lincoln luxury brand. Ford will introduce a 60- second Lincoln spot during the game.
CBS has essentially sold out its ad inventory for the broadcast of Super Bowl XLVII at prices averaging between $3.7 million and $3.8 million for a 30-second spot, according to ad buyers, Ad Age says.
GM is introducing about 20 new vehicles in the United States this year, including 13 Chevrolet models. The company spent $1.17 billion on U.S. advertising during the first three quarters of last year, according to Kantar Media.
The average cost of a 60-second commercial on last year’s Super Bowl was $7 million, according to NBC, which broadcast the game and said it drew 111.3 million viewers, the most in U.S. television history.