After opting not to advertise during this year's Super Bowl because of the ad rate – about $3.8 million for thirty seconds – Variety reports that General Motors has bought airtime during the 2014 Super Bowl at roughly the same rate. When ex-GM marketing chief Joel Ewanick pulled out last year, the reasons he gave were, "It's just getting too expensive," and, "we're not just going to do the same thing every year."

It's said that Fox Sports, which will broadcast the Super Bowl, was looking for $4 million per 30-second spot but is actually getting between $3.5 and $3.8 million. With Chevrolet launching a dozen vehicles between now and the end of next year, the cost can apparently be justified.

Neither GM nor Fox has said how many spots the automaker purchased, nor do we know what other automakers will be getting small-screen time next February. A marketing VP at Fox Sports told USA Today, "most of the folks from last year's game are back, though one or two will not be there."