Ford Motor Company will be sitting on the sidelines during Super Bowl LII this Sunday, while Fiat Chrysler Automobiles is expected to spend upward of $25 million on advertising during the game (per FCAuthority). During last year’s game, Ford paid to air a 90-second television spot during Fox’s broadcast, but the automaker has sat out Super Bowls before, as it did from 2014 through 2016.
Advertising during the annual Super Bowl broadcast is notoriously expensive; according to Sports Illustrated, NBC will collect upwards of $5 million on average for each 30-second television spot that airs during the game. For companies willing to put up the required capital, the game delivers a home audience of more than 100 million viewers across the country, many of whom actively watch the ads because of the Super Bowl’s history of bringing out advertisers’ most entertaining work.
Last year’s Super Bowl ad from Ford didn’t promote any single product. More rather, it was a pitch for Ford’s “mobility” push, featuring plenty of Ford branding, but no clear call to action (consumption) for consumers.
This year, Ford’s crosstown rival, General Motors, is also opting not to advertise during the Super Bowl. Meanwhile, South Korea’s Hyundai will sponsor the game, while Japan’s Toyota will sponsor the half-time show.