The Super Bowl is one of the most watched events in the world. That's why 30-second commercial spots cost $3.8 million. The real question companies have to ask is, "Will this widely-seen 30 seconds really push consumer to buy our product over others?" It might a little bit, but for undeniably known car companies like GM or Ford, it's probably not going to help all that much. People will watch it, laugh, then laugh harder at the Bud Light or Doritos commercials. Just because GM is good at making fun of Ford doesn't really make us think it builds better vehicles. To some degree, GM has come to recognize this and will no longer be purchasing the most expensive advertising time ever.
"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 Chief Marketing Officer Joel Ewanick said.
As long as they put that extra cash into improving their vehicles, we agree that's the right call.