General Motors' advertising spending in the U.S. 2007-2018

General Motors spent 3.14 billion U.S. dollars on advertising in the United States in 2018, decreased by 100 billion U.S. dollars compared to what the company spent on promoting its brands in 2017. However, based on sales numbers, the auto maker enjoyed a relatively stable U.S. market share in 2018.

General motors sales and profits

General Motors Company produces crossovers, SUVs and full-size pick-up trucks and sells them under the brand names Cadillac, Chevrolet, GMC, Daewoo, Holden, and Opel. The global car manufacturer sold almost 8.4 million vehicles in 2018, the lowest number of vehicles since 2011.
As stated in their annual report, while the company offers a variety of vehicle types, GM’s profitability is more dependent upon the success of the higher profit margin models such as SUVs and pick-ups . And so, the auto manufacturer has been focusing on selling more of those types of vehicles, with profits on each pick-up reaching an estimated 17,000 U.S. dollars. Therefore, despite the reduction in unite sales, the company’s revenue grew by almost 1.47 million U.S. dollars compared to 2017.

General Motors Company's advertising spending in the United States from 2007 to 2018

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Release date

June 2019


United States

Survey time period

2007 to 2018

Supplementary notes

The figures includes measured-media advertising spending (source: Kantar Media) and unmeasured spending (estimated by Advertising Age). Measured media from WPP's Kantar Media based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology. Figures for 2009 to 2013 come from earlier AdAge publications.
Figures have been rounded.

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Statistics on "Automobile advertising in the U.S."

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