The NFL Super Bowl is the game for all the marbles, both from a sporting standpoint and from an advertiser’s point-of-view. That left observers baffled on several levels when General Motors (NYSE:GM) was on the sidelines for the 2013 event, giving up valuable time in the spotlight to competitors like Toyota (NYSE:TM), Ford (NYSE:F), and Chrysler (FIATY.PK). According to a report in Variety, don’t expect GM to start a losing streak.
GM will take to the airwaves in the single-biggest advertising showcase of the year, Variety reports, though the amount of ad spend budgeted by the company has not been disclosed. Since the NFL does not play games in a series, as Major League Baseball handles its championship, it all comes down to very tight spaces during the single Super Bow contest. Despite the high costs of the shortest spots, most companies end up considering the investment worthwhile if their ads are solid.
Chrysler has scored with winning ads in the past three years, from the Clint Eastwood “Halftime in America” ad to the commercials featuring Eminem and his music. Lincoln ads with Jimmy Fallon for the 2013 game didn’t have the desired effect for Ford, yet GM plans to put its money behind the dozen or so Chevy vehicles it will release in the next sixteen months, described as a “barrage of new products” by a company spokesperson speaking to Variety.
The price will have to be no object. According to Variety, Fox (NASDAQ:FOXA) is charging as much as $4 million for a slot of 30 seconds during the big game. Industry insiders have speculated that Fox hasn’t been able to pull in the full amount from advertisers, but companies hoping to advertise in the big game should plan to spend well over $3 million per ad.
In the pickup truck segment, Chevy will have plenty to celebrate and promote by early February 2014. Its 2014 Chevy Silverado and 2014 GMC Sierra may have lapped Ford’s F-Series for best-selling pickup (and thus vehicle) in the U.S. by then. Some time after the big game, GM will begin production of its Chevy Colorado and GMC Canyon models for 2015, giving plenty of stories to tell while the country’s biggest audience is listening.