It's confirmed: McCann Worldgroup is taking over control of Commonwealth, the global joint venture created a year ago to work for General Motors' global Chevrolet business.
Although the 2012-13 NFL season isn’t set to kick off for another five weeks, CBS on Thursday said it is already nearing a sellout of its available in-game inventory for Super Bowl XLVII.
General Motors remains committed to Commonwealth following Joel Ewanick’s abrupt departure, Adweek has learned. The four-month-old ad agency was the cost-cutting brainchild of Ewanick, GM’s marketing chief since 2010.
General Motors is driving a hard bargain, calling on broadcast networks to roll back pricing on their 2012-13 upfront inventory by as much as 20 percent—an opening gambit that has yet to pay off. And while a standoff could result in GM sitting out the spring bazaar altogether, the automaker’s absence is unlikely to have a long-term impact on annual TV revenues.
General Motors has decided to punt on its annual Super Bowl investment, saying the price of admission to this year’s broadcast is simply too high.