by Christopher Freeburn | August 26, 2013 10:46 am
Millions of people watching Super Bowl XLVIII will see something missing from last year’s championship game: Chevrolet ads.
In 2012, General Motors (GM) opted not to buy advertising during America’s biggest sporting event. The decision was made by Joel Ewanick, GM’s former global marketing head, just months before he was forced out of his job, CNBC notes.
Ewanick also declined to market GM brands via Facebook (FB). The auto giant has since returned to Facebook advertising.
In July 2012, Ewanick was ousted after reports emerged that he did not reveal all the details surrounding Chevrolet’s sponsorship of U.K. soccer powerhouse Manchester United.
A GM official noted that Super Bowl XLVIII was a good platform for Chevrolet to promote its “aggressive car and truck launch plans.”
Last years, Super Bowl attracted more than 108 million viewers in the U.S. A billion more are estimated to have watched the game across the world. That may be why ads run during the highly-rated game are so expensive. A 30-second ad during Super Bowl XLVIII is expected to cost up to $4 million.
Shares of GM rose more than 1% in Monday morning trading.
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