General Motors has announced that it will buy ad space for The 2014 Super Bowl to advertise its Chevrolet brand, despite not advertising in the 2013 Super Bowl because the company could not justify the expense.
Tim Mahoney, Chevrolet's global chief marketing officer, told Reuters that the company would advertise during the 2 February game, saying that it would be a ‘great stage’.
During 2012, former global marketing chief Joel Ewanick said of Super Bowl advertising for 2013, "We simply can't justify the expense."
Quitting later in 2012, Ewanick was also responsible for pulling General Motor’s Facebook advertising, calling the platform ‘ineffective’.
Figures from USA Today suggest that 85 percent of ad time for the Super Bowl has already been bought, with that expected to creep up to 90 per cent next month when NFL season opens on 5 September.