For the first time since 2006, Hyundai won't have a Super Bowl commercial, as the list of automakers who've decided not to take part in the big game this year continues to grow.
"While the Super Bowl is a great advertising property, Hyundai has decided to take a time out and won't be in the game this year," a company spokeswoman said this week regarding the decision.
Hyundai has run two commercials in each Super Bowl since 2007.
At press time, only six automakers are scheduled to run spots during the Super Bowl, including BMW, Kia, Lexus, Mercedes-Benz, Nissan and Toyota.
Basically Hyundai felt the time wasn't right to pay
"While the Super Bowl is a great advertising property, Hyundai has decided to take a time out and won't be in the game this year," a spokeswoman said on Friday to Automotive News. "Our marketing calendar is simply shaping up differently this year as we look to align our media mix and advertising properties with product promotion goals."
Hyundai had two of the best sports during the previous two Super Bowls, according to a study from public relations firm Lambert, Edwards & Associates and analytics firm Infegy, which monitored 39.5 million conversations on more than 150 million blogs, forums and video/image-sharing sites as well as Facebook and Twitter.
Nearly 88 percent of conversations surrounding the brand's "Dad's Sixth Sense" commercial were positive. Conversations regarding Hyundai's other ad, "Nice," were 78 percent "favorable."
Recent Super Bowl advertisers who have decided to sit this year out include Audi, Volkswagen, General Motors, Lincoln, Honda and Acura.
The automaker sold 725,718 vehicles in the U.S. in 2014, a 0.7 percent increase from 2013.
Super Bowl XLIX is scheduled for Sunday, February 1, 6:30 pm on NBC. The Seattle Seahawks will compete for their second straight title against the New England Patriots.