Joel Ewanick, head of GM's global marketing, told Automotive News that the company has already "started reapplying those [Super Bowl] dollars to other very efficient ways of doing the same thing." However, Ewanick didn't specifically say how those dollars were being spent.
2013 is shaping up to be a significant year for GM, with several new vehicle launches planned. The Detroit automaker will introduce an all-new version of its Chevrolet Impala sedan in early 2013, followed by new versions of its Chevy Silverado and GMC Sierra pickup truck in the spring. New versions of the Chevy Tahoe and GMC Yukon should follow later in the year.
Although Ewanick admits the Super Bowl would be the perfect venue to introduces GM's new line of trucks, they executive says air time during Super Bowl Sunday has simply become too expensive. Several reports have indicated that CBS, which will air the 2013 Super Bowl, is charging more than $4 million for a 30-second spot.
"We don't have unlimited resources," Ewanick said.
GM spent $4.48 billion on advertising in 2011, but company CEO Dan Akerson has ordered the automaker's marketing department to cut costs and use funds more efficiently.