Super Bowl

GM to Return to the Super Bowl in 2014

Buys Commercial Time in Conjunction With Launch of 12 Chevy Models

By Published on .

General Motors is returning to the Super Bowl after sitting out of the big game in 2013. The news was first reported by Variety.

Super Bowl Champion QB Joe Flacco with Corvette Stingray earlier this year
Super Bowl Champion QB Joe Flacco with Corvette Stingray earlier this year

The auto giant's Chevrolet has purchased commercial time in conjunction with the launch of 12 new cars and trucks between mid-2013 and the end of 2014, according to the company.

"The timing of Super Bowl XLVIII lines up perfectly with our aggressive car and truck launch plans," Tim Mahoney, Chevrolet global chief marketing officer, said in a statement. "The Super Bowl is a great stage for showcasing the Chevrolet brand and our newest cars and trucks."

The bulk of Chevy advertising is handled by Commonwealth, Detroit, which is a unit of Interpublic Group of Cos.' McCann.

A General Motors spokesperson declined to provide details on how many spots the company purchased during the game, which will air on Fox on Feb. 2, 2014, or how much it paid.

While some reports suggest Fox is seeking $4 million per 30-second spot, one media buyer says the network is likely only getting in the $3.5 million to $3.8 million range, on par with CBS's price tag last year.

The buyer believes Fox has about 15 spots remaining.

General Motors decided not to buy time in the Super Bowl last year, citing the significant increase in price.

New of whose buying into the big game is slowly trickling out. In July, Intuit, the maker of financial and tax prep software such as Quicken and TurboTax, said it would award one small business a national commercial during the Super Bowl.

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