Keith Griffin's picture

GM Takes Break from 2011 Detroit Auto Show To Focus on 2012 Olympics

Possibly in an attempt to give people a break from the wall-to-wall coverage of the 2011 Detroit Auto Show, GM has announced a deal with NBC Universal for the exclusive domestic automotive rights to the 2012 Olympics in London.

Chevrolet and Cadillac will have a major advertising presence during NBC’s coverage of the Games on network and cable television from July 27 to Aug. 12, 2012. In addition, these brands will be featured in select NBC Olympic-related programming leading up to the Games and online at, according to a news release from GM.

According to an article in USAToday, 16.2 percent of U.S. households on average watched during prime time coverage from Beijing or approximately one in every six households.

Automakers advertise heavily on sporting events. No less than eight manufacturers will have spots in the upcoming Super Bowl. Audi has targeted the bulk of its U.S. television campaign to Sunday sporting events. Audi’s chief marketing officer Scott Keogh said Audi will concentrate nearly 70% of its media budget for its A8 model on TV during 2011 with its ongoing sponsorship of the National Football League, its upcoming buy on Super XLV and an increased investment in Sunday-morning news programming.

The Olympics are big business. NBC, according to Sports Business News, paid $1.2 billion for the right to broadcast the 2012 London Games. The network sold at least $1.1 billion in advertising for the Beijing Games, according to AdAge. No information has been released yet on how much GM will pay for its exclusive deal.

Related Olympic News:
BMW Becomes Exclusive Foreign Car Advertiser

Subscribe to Torque News on YouTube.

Follow Torque News on YouTube, Twitter and Facebook.