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.
Super Bowl XLVI
Online views have effectively returned a huge chunk of Honda’s Super Bowl investment, as the automaker earned itself some $4.42 million in free media impressions in the three days after Super Bowl XLVI.
The NFL season that almost didn’t happen ended on a suitably triumphant note, as the instant classic rematch of the New York Giants and New England Patriots broke the all-time ratings record. According to Nielsen, NBC’s coverage of Super Bowl XLVI attracted 111.3 million total viewers Sunday night, squeaking past last year’s record turnout by 0.3 percent.
General Motors has thrown the transmission in reverse, exercising options to cancel a substantial portion of its second-quarter upfront commitments. According to several sources, GM has pulled out of nearly 50 percent of its Q2 upfront buys in broadcast and cable, the maximum allowable under the terms of network ad contracts.
Patriots fans can relax. There will be no blackout in Boston of the Super Bowl on DirecTV. The satellite TV company said Thursday it reached a retransmission deal with Sunbeam Television, allowing it to carry WHDH, the NBC affiliate broadcasting the big game; WLVI, The CW affiliate in Boston; and WSVN, the Fox affiliate in Miami.
The potential blackout of the Super Bowl on DirecTV in Boston has got lawmakers fretting and dashing off letters. Both U.S. senators from Massachusetts, Scott Brown (R) and John Kerry (D), concerned that their constituents have become collateral damage in a business negotiation, sent letters to DirecTV and Sunbeam Television. The state's 10 congressmen also sent a letter.