General Motors, one of the largest advertisers in the U.S., seems to be pulling out of big ad campaigns like it’s the new hot trend.
“We understand the reach the Super Bowl provides, but with the significant increase in price, we simply can’t justify the expense,” General Motors Global CMO Joel Ewanick said.
His statement comes only days after the company also announced its immediate withdrawal of all paid ads from social media titan Facebook, which went public today. Earlier this year we also reported that the company had consolidated most of its ad budget to a single company, slashing scores of smaller players out of its books.
Over the last three months, in fact, it looks like GM is trying to change its advertising tack, though what that means is still unclear.
One GM spokesperson commenting on the Facebook pullout played the decision down, saying the company regularly reviews its ad spending and makes adjustments, suggesting that the move wasn’t a big deal.
That might be true, considering the $10 million represents a tiny fraction of Facebook’s overall income, but the automaker’s decision not to buy ad time during the king of American TV events represents a break in tradition that will take many by surprise, especially after spots like the Chevy post-apocalyptic piece that poked fun at Ford, seen below.