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GM Won't Run Super Bowl Ads In 2013 Because Of CBS Prices

Reuters  |  Posted: Updated: 05/19/2012 10:08 am


May 18 (Reuters) - General Motors Co will not advertise in next year's Super Bowl because it is too expensive, the top marketing executive for the U.S. automaker said three days after the company said it was dropping paid ads on Facebook .

The 2013 Super Bowl will be broadcast by CBS Corp, which is selling 30-second ads for as much as $4 million.

Spots on NBC's broadcast of this year's National Football League championship game, the most heavily watched annual event on U.S. television, cost about $3.5 million per 30-second spot.

"We understand the reach the Super Bowl provides, but with the significant increase in price we simply can't justify the expense," GM global marketing chief Joel Ewanick said in a statement.

CBS spokesman Dana McClintock declined to comment.

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  • Super Bowl XLVI

    Head coach Bill Belichick of the New England Patriots walks across the field before the New England Patriots take on the New York Giants in Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl

    New York Giants co-owner Steve Tisch waits on the field during warmups before the New York Giants take on the New England Patriots in Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Fans watches warmups on the field before the New England Patriots take on the New York Giants in Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Fans of the New England Patriots are seen prior to the game against the New York Giants in Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Head coach Tom Coughlin of the New York Giants is seen on the field during warmups before the New York Giants take on the New England Patriots in Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Quarterback Eli Manning #10 of the New York Giants warms up prior to playing the New England Patriots during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Head coach Tom Coughlin of the New York Giants shakes hands with team owner Robert Kraft of the New England Patriots during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Rob Gronkowski #87 of the New England Patriots runs on the field before the New England Patriots take on the New York Giants in Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Quarterback Eli Manning #10 of the New York Giants works out on the field with his teammates during warmups before the New York Giants take on the New England Patriots in Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Tom Brady #12 of the New England Patriots (L) greets his head coach Bill Belichick on the field before the New England Patriots take on the New York Giants in Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Actor Donnie Wahlbergl is seen on the field during warmups before the New York Giants take on the New England Patriots in Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Tom Brady #12 of the New England Patriots works with his receivers on the field before the New England Patriots take on the New York Giants in Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    A fan takes a picture of the field prior to Super Bowl XLVI between the New York Giants and the New England Patriots at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Head coach Bill Belichick of the New England Patriots (R) greets head coach Tom Coughlin of the New York Giants (L) on the field before the New England Patriots take on the New York Giants in Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Members of the New York Giants are seen on the field during warmups before the New York Giants take on the New England Patriots in Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    New York Giants fans celebrate before the New England Patriots take on the New York Giants in Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Members of the New York Giants take the field during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Country singers Miranda Lambert and husband Blake Shelton perform "America the Beautiful" before the start of Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Eli Manning #10 of the New York Giants looks to hand off the ball against the New England Patriots during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Victor Cruz #80 of the New York Giants reacts to a first down during the first quarter against the New England Patriots during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Quarterback Eli Manning #10 of the New York Giants drops back to pass during the first quarter against the New England Patriots during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Tight end Bear Pascoe #86 of the New York Giants runs with the ball after a catch Eli Manning #10 in the first quarter against Devin McCourty #32 of the New England Patriots during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Quarterback Eli Manning #10 of the New York Giants drops back to pass during the first quarter against the New England Patriots during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Tom Brady #12 of the New England Patriots is pressured in the endzone by Justin Tuck #91 of the New York Giants in the first quarter resulting in a safety during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Quarterback Eli Manning #10 of the New York Giants drops back to pass during the first quarter against the New England Patriots during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Bridgestone Super Bowl XLVI Pregame Show

    Katy Perry attends the Bridgestone Super Bowl XLVI Pregame Show at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Tom Brady #12 of the New England Patriots is pressured in the endzone by Justin Tuck #91 of the New York Giants in the first quarter resulting in a safety during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Quarterback Eli Manning #10 of the New York Giants drops back to pass as he is pressured by Gerard Warren #98 of the New England Patriots during the first quarter against the New England Patriots during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Eli Manning #10 of the New York Giants celebrates after Victor Cruz #80 of the New York Giants caught a two yard touchdown pass in first quarter against the New England Patriots during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Ahmad Bradshaw #44 of the New York Giants runs past Patrick Chung #25 of the New England Patriots in the first quarter during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Referee John Parry signals a safety after an intentional grounding call against Tom Brady #12 of the New England Patriots during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Quarterback Eli Manning #10 of the New York Giants is sacked for a loss on third down by Mark Anderson #95 and Rob Ninkovich #50 of the New England Patriots in the first quarter during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Victor Cruz #80 of the New York Giants celebrates with his teammates after catching a two yard touchdown pass from Eli Manning #10 in the first quarter against the New England Patriots during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Receiver Hakeem Nicks #88 of the New York Giants fights off two New England Patriots defenders during the first quarter against the New England Patriots during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Victor Cruz #80 of the New York Giants hauls in a two-yard touchdown against James Ihedigbo #44 of the New England Patriots in the first quarter during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Hakeem Nicks #88 celebrates with Victor Cruz #80 of the New York Giants after a two yard touchdown pass in first quarter against the New England Patriots during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Sterling Moore #29 of the New England Patriots celebrates a play against the New York Giants in the first half during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Ahmad Bradshaw (L) of the New York Giant

    Ahmad Bradshaw (L) of the New York Giants is stopped in his tracks by Brandon Spikes (R) of the New England Patriots in the first quarter during Super Bowl XLVI on February 5, 2012 at Lucas Oil Stadium in Indianapolis, Indiana.

  • Super Bowl XLVI

    Sterling Moore #29 of the New England Patriots celebrates a play against the New York Giants in the first half during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Tight end Aaron Hernandez #81 of the New England Patriots of the New England Patriots fights off the tackle of Deon Grant #34 of the New York Giants in the first half during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Danny Woodhead #39 of the New England Patriots catches a three yard touchdown pass from Tom Brady #12 in the second quarter against Michael Boley #59 and Kenny Phillips #21 of the New York Giants during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Super Bowl XLVI

    Danny Woodhead #39 of the New England Patriots catches a three yard touchdown pass from Tom Brady #12 in the second quarter against Kenny Phillips #21 of the New York Giants during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Hakeem Nicks (C) of the New York Giants

    Hakeem Nicks (C) of the New York Giants is brought down during Super Bowl XLVI against the New England Patriots on February 5, 2012 at Lucas Oil Stadium in Indianapolis, Indiana.

  • Super Bowl XLVI

    Runningback Danny Woodhead #39 of the New England Patriots celebrates with quarterback Tom Brady #12 after catching a three yard touchdown pass from Tom Brady #12 in the second quarter against the New York Giants during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Bridgestone Super Bowl XLVI Halftime Show

    Singer Madonna performs during the Bridgestone Super Bowl XLVI Halftime Show at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Bridgestone Super Bowl XLVI Halftime Show

    Singer Madonna performs during the Bridgestone Super Bowl XLVI Halftime Show at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Bridgestone Super Bowl XLVI Halftime Show

    Singer Madonna performs during the Bridgestone Super Bowl XLVI Halftime Show at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Bridgestone Super Bowl XLVI Halftime Show

    Singer Madonna performs during the Bridgestone Super Bowl XLVI Halftime Show at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Bridgestone Super Bowl XLVI Halftime Show

    Singer Madonna performs during the Bridgestone Super Bowl XLVI Halftime Show at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Bridgestone Super Bowl XLVI Halftime Show

    Singer Madonna performs with Redfoo and Sky Blu of LMFAO during the Bridgestone Super Bowl XLVI Halftime Show at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

  • Bridgestone Super Bowl XLVI Halftime Show

    Singer Madonna performs with Redfoo of LMFAO during the Bridgestone Super Bowl XLVI Halftime Show at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.

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Filed by Jack Mirkinson  |