GM Won’t Air Ads During 2013 Super Bowl

The National Football League's Super Bowl is an annual advertising extravaganza that rivals the game itself. But General Motors Co. says it won't participate as an advertiser during February's game.

Chief Marketing Officer Joel Ewanick says GM can't justify the expense, which reportedly could be $4 million for a 30-second spot.

GM skipped advertising during the Super Bowl in 2009-2010 because of its financial woes but returned in 2011. This year it ran five 30-second commercials.

Ewanick has been shaking up GM's advertising and marketing since he arrived in May 2010. He has replaced most of the agencies that handled company and brand accounts in the U.S. at least once.

GM is reassessing its marketing strategy in an effort to chop $2 billion from its budget. Earlier this week the company announced it would no longer place paid advertising on Facebook, saying its campaign didn't have much impact on users of the social media site.