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October 22, 2014

GM drops sponsorship of Survivor

by Anna Johns, posted Aug 31st 2006 10:19AM
survivorGeneral Motors swears it's just a case of bad timing. The automaker has severed its ties with CBS' Survivor, and the announcement comes on the heels of the controversial news that Survivor teams will be divided by race for the first half of this season. GM says the decision to split with Survivor was made long ago because the people who participate on the show and watch the show don't drive GM vehicles. GM sponsored Survivor for six seasons.

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Leaking Ink

Perhaps GM's sales will get better, since they own Saturn, and Saturn has come out with the Saturn Aura XE--a very good-looking car, feels solid when you drive it--not like a compact, had ample power even in the smaller of the two engines, interior didn't look cheap, comfortable, large trunk, fold-down rear seat.
I'm sure that since the XR has more horsepower, it will have ample acceleration even though it gets 1 miles less for gas mileage. I understand that GM is hesitant to back Survivor this season because they don't want to alienate anyone. We ARE of different races. Does GM think we don't know and recognize that? They weren't worried about all the homosexuals that have been on Survivor, but now they worry about race? A little healthy competion won't hurt anything.

September 11 2006 at 6:04 PM Report abuse rate up rate down Reply
Walt

On the mythos of the show itself, there is such a thing as "the curse of the car(winner)"
http://en.wikipedia.org/wiki/Survivor_car_curse

I suspect that while being known as the provider of the car for the curse didn't really come into play, I also supsect that tie-in advertising for the show failed so miserably that it may not have been seen as having much of an advantage. By tie-in advertising... anyone remember that time when you had to go to the Pontiac dealership and get a chance at winning one of the cars that were also given away on the show? Yeah, well, trust me, that couldn't have gone over very well. I don't have any facts, but come on... I'm pretty convinced feedback from that was all negative.

GM is trying to reinvent ways of advertising, and sticking with Survivor is a bad idea, and this comes from someone who watches the show.

August 31 2006 at 1:58 PM Report abuse rate up rate down Reply
Anna

I saw another article that said GM was frustrated with the lack of opportunities for product placement. Not a whole lot of drivin' happening on those islands.

August 31 2006 at 1:26 PM Report abuse rate up rate down Reply
Steve

Sometimes it makes more sense to take a chance than to play it safe. The conservatives at GM are the reason that the company continues to lose market share, and here is a good opportunity for them to make a change. Instead, they chose to run away because they feel that the race issue will be too controversial. Wasn't going to turn around the company, but could have changed some of the perceptions. Too bad.

August 31 2006 at 1:10 PM Report abuse rate up rate down Reply
Peter Hall

It's much harder to convert new customers than it is to keep old ones. It's called branding. So while it may seem like all commercials try to sign up new buyers, the ultimate goal of any marketer is to keep existing buyers, because that's where the money really is.

August 31 2006 at 12:42 PM Report abuse rate up rate down Reply
Dee

GM - you should have really thought this 'explanation' through before you said it:
GM says the decision to split with Survivor was made long ago because the people who participate on the show and watch the show don't drive GM vehicles

If I drive a GM then I am not the intended audience, eh? Most companies go after people that do not use their products.

Enough said - excuses, excuses, excuses.

August 31 2006 at 12:38 PM Report abuse rate up rate down Reply
LC

"GM says the decision to split with Survivor was made long ago because the people who participate on the show and watch the show don't drive GM vehicles."

With their current woes I would guess that those who weren't watching survivor weren't driving GM either.

If anything, they should advertise this season due to the huge ratings that the first episode will get and after, at least until they merge the 4 tribes which is usually after the first episode.

August 31 2006 at 10:45 AM Report abuse rate up rate down Reply
gt

"the people who participate on the show and watch the show don't drive GM vehicles"

isnt that the point of advertising? or is it to tell people who already own a cobalt to buy another cobalt? i guess gm's dont sell themselves

August 31 2006 at 10:32 AM Report abuse rate up rate down Reply

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