• Oct 9, 2008
General Motors and Hollywood's little gold statue have been friends for 11 years, but with a reduction in its marketing and ad budget, the U.S. automaker has walked away from high profile events such as the Super Bowl, Emmys, and Oscars. Thankfully for ABC, the multimillion-dollar breach in the 2009 Oscars telecast created by GM's departure has been immediately filled by Hyundai.

As of now, Hyundai has only signed on to take over an unknown quantity of the $1.7-million-plus ad slots – it isn't known whether the Korean automaker will completely replace GM's presence at the awards. Along with a new agency, and an increased marketing budget – and all those SEMA cars – Hyundai's ad buy is another measure of its confidence in the new Genesis and its push to move into premium territory.

[Source: Automotive News, sub. req'd]


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    • 1 Second Ago
  • 11 Comments
      • 6 Years Ago
      I went with my girlfriend yesterday and she bought a loaded V6 Honda Accord. Moonroof, heated seats, Navigation, Leather... $30,800 with keyless start/alarm

      I was trying to tell her about the Genesis but she wasn't interested. She wanted to replace her Accord.

      I loved the Genesis. Its amaizing how Hyundai has beaten the Lincoln MKS and, for its price, have made a car that offers you just as much, if not more than the Lexus and the BMW in this price range.

      The Genesis' Multimedia control knob is even better made than the i-drive.

      Incredible car.


      The one thing that is going to hurt it is that it rides like a luxury car and should not be called a sport's car cause it doesn't drive anywhere near it.
        • 6 Years Ago
        I dunno, the V6 Accord Coupe in EX-L trim is a pretty hot car, and I'd probably pick it over a Genesis as well if I had the cash.
        BTW I think your girlfriend overpaid a bit unless $30K includes the taxes-you can bargain most dealers down to $27K or so for the V6 EX-L nowadays.
        • 6 Years Ago
        But Flashpoint, were she cross-shopping a Honda Accord with a Hyundai, I would think she'd then consider the Sonata. The Genesis is for another market entirely. Man, why'd you go along with her then! :)

        "Since when did iDrive become a reference standard for goodness? / iDrive is considered the worst of the major in-car control systems."

        +1 WNLS2LS7
        • 6 Years Ago
        "even better made than iDrive"? Since when did iDrive become a reference standard for goodness?

        iDrive is considered the worst of the major in-car control systems.
      • 6 Years Ago
      I'm starting to like this more aggressive approach that Hyundai is taking on this market. It won't be too far down the road where Hyundai will be an even bigger threat to the major players in the automotive industry like Honda, Toyota, Nissan..etc. They've already fared better than the domestics to the point that the domestics will also have to work at keeping up with Hyundai and soon Kia, as well as the Japanese and the Germans.

      Keep up the great work Hyundai. :-)
      • 6 Years Ago
      hahaha i meant 42.1 million.
      • 6 Years Ago
      I would bet that GM pulled its advertising not just because of its financial state, but because nobody watches the award shows anymore. The viewership probably wouldn't justify spending millions on ads that won't be seen.
        • 6 Years Ago
        Menice:
        But what are the rates they're paying?

        And as to your comment that:
        'you have no idea what your talking about if you think 42.1 (sic) viewers isnt a lot... an yes that # keeps increasing.'

        From the article:
        'The viewer numbers were still well below the totals for two years ago, when the show drew 42.1 million viewers. A decade ago the Oscar broadcast of 1998, when ''Titanic'' swept the awards, attracted 55.3 million viewers, the biggest since Nielsen went to its ''people meter'' measuring system in 1983.'

        The Oscars ratings have been declinining. Even the current numbers (which are up) are up just because the first half hour (lowest rated) was dropped, raising the average, but not really increasing the ratings of the portions that still exist.
        • 6 Years Ago
        you have no idea what your talking about if you think 42.1 viewers isnt a lot... an yes that # keeps increasing.
        http://query.nytimes.com/gst/fullpage.html?res=9B07EEDC1E3EF934A15751C0A9619C8B63

        "The Oscar special remained the dominant show for Sunday evening and towered over the results for the year's other big awards shows as well."

        sorry buddy, yes GM has no extra money to spend. being Hyundia and gaining that spot kicks ass.
      • 6 Years Ago
      Dr. Tantillo, who has a marketing blog , did a post last week naming GM the week's 'brand winner' for opting Out of Superbowl ads.

      He has consistently argued that Superbowl ads are a waste of money that could be better spent by carefully targeting the market. The same argument applies to Emmy/Oscar ads.

      Full post
      • 6 Years Ago
      Dr. Tantillo, who has a marketing blog ( http://blog.marketingdoctor.tv ) did a post last week naming GE the week's 'brand winner' for opting Out of Superbowl ads.

      He has consistently argued that Superbowl ads are a waste of money that could be better spent by carefully targeting the market. The same argument applies to Emmy/Oscar ads.

      Full post: http://blog.marketingdoctor.tv/2008/10/04/brand-advisory-gm-and-congress.aspx