General Motors says it is buying fewer commercials this TV season.
At the same time, it is spending more on other marketing methods, especially branded entertainment.
Such entertainment integrates GM vehicles in the content of TV shows, movies and video games, instead of placing them in advertisements.
"There's no question we've stepped up our efforts in the area," said Steve Tihanyi, GM's general director of marketing alliances and regional operations. He declined to discuss specific spending.
GM has set up a team, headed by Tihanyi, to handle branded entertainment. It includes representatives of NMA Entertainment & Marketing in Los Angeles, which represents GM in Hollywood; GM's media planning and media buying units in Detroit; and RWorks, GM's regional promotions unit.
"We have so many brands, and there are so many channels we can swim down," Tihanyi said.
Industry analysts say Ford Motor Co. and Toyota Motor Sales U.S.A. Inc. also are spending more on branded entertainment.