/// GM Punts on Super Bowl Buy

May 21, 2012  |  Media Week

General Motors has decided to punt on its annual Super Bowl investment, saying the price of admission to this year’s broadcast is simply too high. “We understand the reach the Super Bowl provides, but with the significant increase in price, we simply can’t justify the expense,” Joel Ewanick, vp and global chief marketing officer of General Motors, said in a statement. CBS is carrying the upcoming NFL championship tilt, set to kick off in New Orleans on Feb. 3, 2013. Earlier this year, CBS Corp. CEO Les Moonves told investors that he anticipated commanding as much as $4 million for a single spot in this year’s broadcast, a 14 percent increase from NBC’s asking price in Super Bowl XLVI. GM last year purchased four in-game spots, a buy that included a 30-second ad during the two-minute warning of the fourth quarter. Per Nielsen, that Cadillac ad coincided with peak viewership, reaching some 117.7 million viewers. The GM Super Bowl buy was augmented by two postgame ads. All told, the company spent an estimated $21 million on inventory in and around the Giants-Patriots showdown. While GM’s announcement may have caught CBS off-guard, the automaker did not have a formal commitment with the network

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GM Punts on Super Bowl Buy

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