Automakers don’t swarm on the Super Bowl XLIX image

The viewers that are ready to be mesmerized by this year’s edition of the US Super Bowl might notice that automakers have decided to have a limited presence – down from last year’s eleven featured brands.

For example, Volkswagen – the German brand in trouble because of lagging sales on the American market – has decided to sit this one out, even as people noticed positively the pint-sized Darth Varder that used the force to start a car. The brand is joined by other notable absentees, such as Jaguar, General Motors, Ford and others – after last year there were 11 featured brands. Usually, carmakers are big players of the… big game. Last year was the fourth consecutive year of increased spending by automakers with $113 million – making up more than 25% of the total ad time of the Super Bowl. One reason for the decision to skip the 2015 edition is that ad prices have soared to all-time record levels: $4.5 million for 30 seconds after in 2014 it cost $4.2 million. And these are just the averages, as there are other factors, including when in the game the ad actually airs.

For 2015, the total ad costs of the Super Bowl are forecasted at more than $330 million – with total running time of more than 47 minutes, says Kantar Media, an advertising consulting firm in New York. When it comes to automakers that participate, they are well represented and diversified in their endeavor. We already told you about Kia’s action star Pierce Brosnan tribulations in the Sorento SUV or about the forecasted importance of the i3 electric car from BMW’s upcoming ad. Mercedes-Benz plans to show the comedic side of the brand in its ads and Toyota wants to reason with the heart of the football dad.