Ford and Lincoln confirm absence in 2015 Super Bowl

Article by Andrew Christian, on January 21, 2015

Ford and Lincoln will be among the carmakers deciding to pass on advertising during the broadcast of the Super Bowl. So far, only six brands -- BMW, Kia, Lexus, Mercedes-Benz, Nissan and Toyota -- are expected to advertise during the big game while others have yet to confirm or declare plans. Eleven auto brands ran spots in the 2014 edition of the Super Bowl.

That year, Ford aired a pre-game commercial to push the Ford Fusion hybrid. On the other hand, Lincoln’s last spot in the big game was in 2013, when it allowed the Twitter community to “steer the script” through suggestions of how the ad should play out.

According to Ace Metrix, a TV and video analytics firm, auto ads accounted for over 30 percent of Super Bowl advertising air time in the five years.

Companies across a number of industries have found the Super Bowl a very good platform to advertise their products or services, as the big game typically has over 100 million in TV viewers.

Last year, the Super Bowl was the most watched TV program in history after gaining 111.5 million viewers, according to Nielsen.

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