Super Bowl 2015: Audi Won't Advertise This Year

Jan 21, 2015 08:15 AM EST | Matt Mercuro

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For the first time since 2008, Audi won't be advertising during the Super Bowl, which is considered by many to be the biggest advertising event of the year.

The news comes a day after Ford confirmed that the Ford and Lincoln brands also wouldn't be participating. Other companies to previously confirm they wouldn't be releasing ads include Volkswagen, as well as General Motors, Jaguar, Honda and Acura.

Last year, the automotive category accounted for over one-fourth of the total ad time in the game, according to Kantar Media.

"The Super Bowl has been a valuable part of the Audi marketing plan for nearly a decade," Audi spokesman Andrew Lipman said via email to Adage.com. "While the NFL remains an important platform for reaching our consumers, we won't be investing in the game this year," he said.

As of press time six brands, including Nissan, Toyota, Kia, BMW, Lexus and Mercedes-Benz, are expected to debut ads during the big game. Some automakers haven't announced if they will or won't advertise during the game yet.

Audi has been on a roll since 2010, jumping up to No. 4 among all luxury automakers in the U.S. in 2014. Company sales increased by 15 percent to 158,061 vehicles, according to company data.

Last year, Audi debuted its "Doberhuahua" spot during the big game, which featured a cross-breed between a Doberman and a Chihuahua.

For the 2014 game, which saw the Seattle Seahawks defeat the Denver Broncos, 11 different automakers aired new commercials. Advertisers spend about $4.5 million for a 30-second Super Bowl ad. 

Seth Winter, NBC's executive vice president, recently said to CNN that at least 15 first-time sponsors have been lined up for this year's game. He did confirm, however, that the automotive category was a weak spot, along with technology and wireless companies.

Super Bowl XLIX is scheduled to air on NBC on Feb. 1.

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