Toyota is "ending a five-year run" and will not advertise in Fox' broadcast of Super Bowl LI, according to E.J. Schultz of AD AGE. Toyota Motor Sales VP/Marketing Jack Hollis said that the timing "did not work out" for '17. Hollis said, "We've always had a timing of a product launch really close to the game where that could really be a strategic kick-off point." But he said the company for '17 moved its strategy to "late spring and summertime for two launches." Hollis: "The timing to maximize the effect of the Super Bowl wasn't there, the synergies were not there for that strategy." He added that this year's NFL ratings declines "did not play a role in Toyota's decision." Schultz noted Toyota "ran at least one spot every year" from '12 to last year. Toyota-owned Lexus has "intermittently run Super Bowl spots in recent years," including in '15 and '12. A spokesperson for Lexus "declined to comment on its plans for Super Bowl LI" (ADAGE.com, 11/9). Hollis said that the move "doesn’t mean the brand is drawing back from the NFL, or sports marketing in general." AUTOMOTIVE NEWS' Vince Bond Jr. noted Toyota will "continue to advertise" during "SNF" and "MNF" going forward (AUTONEWS.com, 11/9).
