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Chevy to skip Super Bowl game advertising

Melissa Burden
The Detroit News

General Motors Co.'s Chevrolet brand won't advertise during the Super Bowl next month, a Chevy executive said Monday at the North American International Auto Show.

The bow-tie brand will skip advertising in this year's big game due to timing of its vehicle launches, said Tim Mahoney, Chevy's global chief marketing officer. In 2014, Chevy aired two, 60-second ads.

"Last year we were in because we were right in the middle of our Silverado heavy-duty launch," Mahoney said. "It made sense."

Mahoney said the Volt is the first of five major launches for Chevy this year, but most are in the second part of the year.

Chevy will have presence in and around Super Bowl XLIX, which is set for Feb. 1 at University of Phoenix Stadium in Glendale, Ariz., but not in the game itself, Mahoney said. GM's largest brand will award the game's Most Valuable Player a new Colorado pickup.

GM's Buick, GMC and Cadillac brands also don't plan to advertise during the Super Bowl game.

In last year's Super Bowl, ads cost $4 million or more for a 30-second spot. Chevy also chose not to broadcast any advertising spots during the 2013 Super Bowl because its former Global Chief Marketing Officer Joel Ewanick said costs for advertising time were too high.

Acura, which has advertised in past Super Bowl games, also will sit on the sidelines this year, said Mike Accavitti, senior vice president and general manager for the Acura division.

Accavitti said the ads are a great way to reach people, but it comes at a cost.

He said Super Bowl ads are great way to speak to a lot of people, but Accavitti said the automaker wants to make sure the audience it is appealing to is appropriate for a certain car.

"This year we really didn't have that," he said. "The timing wasn't right."

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