First General Motors was all like, “Facebook advertising? That’s for nerds, it doesn’t work!” and now the automaker has announced it’s not going to go for Super Bowl ads in 2013, either.

“We understand the reach the Super Bowl provides, but with the significant increase in price we simply can’t justify the expense,” GM global marketing chief Joel Ewanick said in a statement, according to Reuters.

Ad spots in the 2013 Super Bowl will be going for about $4 million per 30 seconds, but then again, the event is usually one of the most heavily watched bits of programming every year on TV.

GM is currently the country’s third biggest advertiser, so the fact that it’s dropped both the $10 million it spent on ads for Facebook and now no Super Bowl… it all means something, right? But what? Simply that times are tough for everyone, perhaps.

GM passes on running TV ads during 2013 Super Bowl [Reuters]

Want more consumer news? Visit our parent organization, Consumer Reports, for the latest on scams, recalls, and other consumer issues.