TITLE

GM stumble resulted in shortage of local TV ads

AUTHOR(S)
Halliday, Jean
PUB. DATE
August 1999
SOURCE
Advertising Age;8/2/1999, Vol. 70 Issue 32, p48
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the shortage of local TV spots for General Motors Corp. (GM) vehicles, as of August 1999. The automaker said it was late in buying TV time in many metro markets and did not buy as much time as it wanted to. Many slots were unavailable or too expensive by the time GM was ready to buy. GM didn't say whether regional TV spending actually declined during the spring; the carmaker said it boosted newspaper and cable TV spending in the period. In July 1999, GM cranked up a national summer sales TV campaign for each division, which the five regions can enhance and promote further. While GM didn't spend as much on regional TV as it wanted to, he said, overall spending on regional advertisements has increased by double digits in 1999, and regional cable spending increased fivefold.
ACCESSION #
2109809

 

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