Don't expect any amazing Super Bowl promoting the new Chevy Silverado or GMC Sierra during the next Super Bowl on February 3, 2013 like we saw in the last big game. In fact, don't expect to see any commercials from General Motors, reports the Detroit Free Press.
GM has been making some serious marketing decisions lately about how they can more effectively use resources they have for advertising and promotion of their new vehicles, which includes the highly important 2014 1500 Silverado and Sierra replacements. Recently, they decided to stop paying for ads on Facebook and have reconsidered their long and checkered history of promoting new cars and trucks with dramatic and clever 30- and 60-second spots in front of the biggest television audience of the year--the Super Bowl.
This year, the cost for a 30-second spot during the 2013 game is reported to be as much as $3.8 million for a single run, and that doesn't include the cost of creating and producing the commercials themselves, which can also involve pricey special effects. Of course, this could also just be a clever strategy to get attention with their absence anytime a news program or media outlet wants to discuss who will buying ads for the game. No doubt, GM's name will be brought up in many media-buy conversations and news programs for being conspicuously absent from the game.
Chrysler made a big splash at the last Super Bowl with the "It's Half-time in America" two-minute commercial, as well as its "Imported From Detroit" mini-movie. Ford has not advertised during the Super Bowl for a few years, choosing instead to invested heavily in pre- and post-game programs, as well as social media.