Ford Authority

Ford, GM, And Stellantis Will Skip 2024 Super Bowl

Back in 2021, Ford chose to forgo paying for Super Bowl ads and instead decided to focus its marketing efforts on the world’s recovery from the COVID-19 pandemic – though ultimately, it came as no surprise given the fact that prior to that, Ford hadn’t broadcast a national advertisement during the big game since 2017. The following June, Ford CEO Jim Farley noted that the company simply didn’t feel like the return on that type of investment was worth it, and the automaker’s cross-town rival, General Motors, followed suit last year. Thus, it should come as no huge surprise to learn that Ford, GM, and Stellantis will all be sitting out the 2024 Super Bowl, according to The Detroit News.

2023 Ford Super Duty

The cost for a 30-second advertisement in this year’s Super Bowl is said to stand at a cool $7 million, though last year’s game attracted a rather large audience of 115 million viewers. In any event, all Detroit Big Three automakers are looking to cut costs as high interest rates and prices loom, which has prompted automakers to reintroduce incentives over the past several months in an effort to boost sales – eating into potential profits at the same time.

Stellantis – which just announced that it was pulling at least some corporate support for North American auto shows as well – cited “challenging market conditions” after it ran two Super Bowl commercials last year. “We continually evaluate our media strategies to ensure they align with our business priorities,” added GM spokesperson Arianna Kughn.

2023 Ford F-150 Lightning Dream Giveaway Sweepstakes - Exterior 001 - Front

As for Ford, The Blue Oval is continuing its trend of passing on Super Bowl commercials, a move that prompted spokesperson Mike Levine to bring up Farley’s previous comments noting that “if you ever see Ford Motor Company doing a Super Bowl ad on our electric vehicles, sell the stock.”

We’ll have more on Ford’s marketing strategy soon, so be sure and subscribe to Ford Authority for ongoing Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. wayne

    One of your articles says Ford is NOT advertising at the super bowl – and then another article says they are doing a 90 sec ad for Super Bowl – what am I missing here ?


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