Chevrolet will be back in the line-up when the teams take to the field in Super Bowl XLVIII, reversing a controversial 2012 decision to pull out of what is television’s most-watched annual event – and a program that millions of Americans watch as much for the commercials as for the football.
The decision is the latest reversal of a series of widely debated decisions made by General Motors’ former global marketing director Joel Ewanick prior to his ouster in July 2012. GM has also decided to test out new opportunities on Facebook, another marketing outlet that Ewanick rejected before he was himself ousted due to a controversy involving costly marketing ties to European soccer.
“The timing of Super Bowl XLVIII lines up perfectly with our aggressive car and truck launch plans,” said Tim Mahoney, who joined Chevrolet as its Global Chief Marketing Officer last February. “The Super Bowl is a great stage for showcasing the Chevrolet brand and our newest cars and trucks.”
According to Nielsen, last February’s broadcast of the championship game between the Baltimore Ravens and San Franicsco 49ers drew 108.7 million viewers – with over 1 billion more estimated to have watched the battle of titans worldwide. But that’s only one of the reasons why advertisers have traditionally raced to nab every open second of time during the broadcast.