TV Ad Groups Say GM Not Using TV Effectively


The Tele­vi­sion Bureau of Adver­tis­ing, a local TV trade group, says GM is miss­ing a great oppor­tu­ni­ty to build its brands because the automak­er moved away from spot tele­vi­sion ads to dig­i­tal ads online. No sur­prise there. For the past three years, GM has been mov­ing more of its ad bud­get to tar­get­ed audi­ences online. This is a rifle approach, aim­ing at con­sumers in the mar­ket to buy a new car. On the oth­er hand, TV, while still impor­tant, rep­re­sents an expen­sive shot­gun approach.