Earlier this week, a Ford spokesperson confirmed to Automotive News that neither Ford nor its Lincoln luxury brand will be airing television spots during this year’s Super Bowl, at the same time that the list of automotive brands participating continues to dwindle.
111.5 million people tuned-in to last year’s Super Bowl game, making it far and away the most-watched television program in history. Of course, the monumental number of annual viewers is what makes Super Bowl ad time so valuable – and so ludicrously expensive – but it’s not surprising that Ford and its Lincoln brand will be sitting this game out. Ford and Lincoln also sat out last year’s game.
Over the past five years, says TV/video analytics firm Ace Metrix, advertising for automakers has accounted for more than 30 percent of Super Bowl ad air time. Automotive News reports that BMW, Kia, Lexus, Mercedes-Benz, Nissan, and Toyota are all anticipated to run spots during this year’s Superbowl game, but the total tally of brands paying for the valuable air time is still unknown.