Since GM has finished with the sponsorship deals with major TV networks and also with the on-the-ground activities in Times Square on December 31, the decision, which was made public by spokesman Terry Rhadigan in an interview for Autonews, follows a high-profile properties and sponsorships pullback that was started last year.
In addition, GM put an end to its sponsorship of the U.S. Olympic Committee and NBC Universal's broadcasts of the Olympic Games.
According to Mark LaNeve, GM's vice president of sales, service and marketing in North America, all marketing programs and sponsorships were being reviewed on the table for the company's cash supplies diminish.
In the light of General Motors as well as its Detroit rival Chrysler LLC waiting to receive emergency loans to avoid a future collapse, the aforementioned decision finds a wise justification.
As a matterof fact, the Detroit automaker started to launch its "American Revolution" brand campaign in 2003 on New Year's Eve when Chevrolet was the title sponsor of "Dick Clark's New Year's Rockin' Eve," as well as a major sponsor of that night's "The Late Show with David Letterman" and "The Tonight Show with Jay Leno."
Moreover, Chevrolet purchased high-profile boards in the middle of Times Square, including the Reuters Building.
December 31, 2005, appears to have been the brand's biggest New Year's Eve advertising success. Chevy advertised during the broadcast and made ad buys that night on ABC, Fox, Telemundo, Telefutura and Galavision.
With such rich New Year's Eve advertising history, sounds like Chevrolet's absence will be felt this year...
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