The "Detroit Three" automakers -- GM, Ford and Stellantis -- are "passing on advertising at the 2024 Super Bowl," according to Noble & Hall of the DETROIT NEWS. Skipping the Super Bowl is Stellantis' "latest move to adjust its marketing spending," after it aired two commercials during last year's game. The company pointed to "challenging market conditions in its decision to evaluate its appearance at auto shows on a case-by-case basis." Stellantis "won't attend next month's Chicago Auto Show." GM in recent years has used the Super Bowl to "sell its EV future," though it "isn't doing so this year." Ford spokesperson Mike Levine said that the company "hasn't aired a Super Bowl ad in several years, and it won't again in 2024" (DETROIT NEWS, 1/5). GM last fall said that it planned to "skip the big game this year." GM spokesperson Arianna Kughn "confirmed that the automaker is holding to that plan." In Detroit, Lawerence, LaReau & Howard noted this will be the "first time in the past four years that GM will not advertise during the Super Bowl" (DETROIT FREE PRESS, 1/6).
LAST ONE STANDING: AD AGE’s E.J. Schultz noted BMW so far is the "only automaker to have publicly confirmed a Super Bowl buy" for the Feb. 11 game on CBS. Last year’s game drew only four auto ads -- GM, Jeep, Ram and Kia -- a "significant downturn from the 2022 game, when six automakers ran a total of eight ads." With the Detroit brands sidelined, it could "open the door for other auto brands to make a splash in the game." Toyota, which recently "spent big money on a new NFL sponsorship," has "yet to confirm its Big Game plans." The automaker "sat out last year’s game, ending a five-year streak" (AD AGE, 1/5).
