General Motors Corp., the nation's biggest advertiser, may be trying to cut up to 50 percent of its estimated $600 million ad commitment to broadcast networks made during last year's upfront marketplace, ad industry executives told Electronic Media. GM, facing sluggish sales, may shift much of the money to local scatter, where more targeted regional buys would cost less and prove more effective, execs said. NBC was said to be doing major damage control with the advertiser, trying to reduce GM's upfront cuts. GM and NBC weren't available for comment.
Copyright January 2001, Crain Communications Inc.