General Motors aired two 30-second Chevrolet ads during last year’s Super Bowl, but the automaker has decided to sit out this year’s event, with no plans to air ads for any of its brands during Super Bowl XLIX, Automotive News reports.
Despite being absent from TV, GM will still be present at the game, with Chevrolet handing the recipient of the Most Valuable Player award a Chevrolet Colorado mid-size pickup. The automaker last year said it would opt out of Super Bowl advertising, as it couldn’t justify the expense, AN says.
Other automakers have also decided to not participate in Super Bowl advertising, including Lincoln, Jaguar, Honda, and Acura.
GM also said they decided to advertise last year as the Super Bowl coincided with the launch of the new Silverado full-size pickup. The 2016 Chevrolet Volt made its debut at the North American International Auto Show in Detroit this week, however automakers like to ensure the audience watching is appropriate for the kind of car they are advertising.