GM To Resume Super Bowl Advertising

General Motors Co., which skipped the annual advertising extravaganza during the Super Bowl this year, says it will return for next year's National Football League's championship on Feb. 2.

Tim Mahoney, global chief marketing officer for the Chevrolet brand, says the game's timing "lines up perfectly" with the make's aggressive car and truck launch plans. He didn't specify which Chevy models would get airtime during the Super Bowl.

Under former GM chief marketing officer Joel Ewanick, the company shunned advertising during this year's big game because of the high cost. The company added that the event didn't coincide with any of its major vehicle debuts.

GM also sat out the Super Bowl ad-fest in 2009 and 2010 because of its financial woes. Even so, Kantar Media estimates the company spent $97 million on commercials during the event between 2003 and 2012, thus ranking as the event's third-largest spender during that period after PepsiCo and Anheuser Busch.

A 30-second spot in next February's game is likely to cost between $3.5 million and $3.8 million, about the same as in 2013, according to Advertising Age, which cites an unidentified media buyer.