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.
According to multiple sources, broadcasters have rebuffed GM’s price-slashing overtures, leaving the third-biggest TV advertiser idling as other major auto manufacturers lock up their own advance commitments.
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