General Motors revealed this week that it will advertise during the 2014 Super Bowl after deciding to skip arguably the biggest sporting event of the year in February.
The Super Bowl is usually one of the most watched television events in the U.S., but GM decided not to advertise during the 2013 game, which featured the Baltimore Ravens vs. the San Francisco 49ers.
Fox is charging approximately $4 million for a 30-second commercial.
The automaker views the 2014 as a "great stage" to promote the brand, which will debut 12 new vehicles by the end of next year, according to Tim Mahoney, Chevrolet's global chief marketing officer.
"The timing of Super Bowl XLVIII lines up perfectly with our aggressive car and truck launch plans," said Mahoney in a press statement. "The Super Bowl is a great stage for showcasing the Chevrolet brand and our newest cars and trucks."
Eighty-five percent of ad time for the 2014 game has already been sold according to USA Today. That figure is expected to reach 90 percent when the season begins on September 5.
Fox has not commented on the amount of ad time left for the game as of press time.
GM stunned the country back in May of 2012 that it would not advertise during the 2013 game which was shown on CBS.
The automaker explained their decision saying that the cost for a 30 second spot was just too much.
"We simply can't justify the expense," said Joel Ewanick, GM's former global marketing chief.
Over 108.4 million people watched the 2013 Super Bowl according to Reuters. It was the third-most watched TV program in U.S. history.
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