Two of Michigan’s most prominent names will be returning to the Super Bowl television commercial battle this year.
General Motors, which chose to sit out last year’s game, and Governor Rick Snyder, who launched his successful gubernatorial run with a Super Bowl buy in 2010, have purchased spots that will run national and in-state, respectively.
Robert Kolt, a Michigan State University instructor of advertising and public relations who tracks and analyzes the high-profile Super Bowl ads, says GM sat out last year and made a rather big show of it, but now they are re-thinking that strategy as they see all of the other car companies airing commercials.
It’s estimated that a 30-second commercial during the game will cost advertisers around $4 million. Paying a bit less for his ads this year will be Snyder, whose commercials will be aired only in Michigan.
For the 17th consecutive year, MSU advertising faculty will gather on Super Bowl Sunday to watch and rate the ads.