For the first time since entering the game in 2008, Audi will not appear during Super Bowl XLIX, which will air on NBC on Feb. 1, according to a company spokesman.
"The Super Bowl has been a valuable part of the Audi marketing plan for nearly a decade," spokesman Andrew Lipman said via email.
Mr. Lipman added that Audi's Super Bowl commercials have increased awareness and showroom traffic post-game, but declined to provide further insight on why it chose not to air a commercial in this year's game.
Audi's 2014 commercial for its Audi A3 depicted a "Doberhuahua," a cross-breed between a Doberman and a Chihuahua mean to show the perils of compromise. A teaser campaign prior to the game featured Sarah McLachlan in a SPCA-style "Special Message." Audi's advertising is handled by Venables, Bell & Partners, San Francisco.
It's 2014 Super Bowl campaign also included social-media war rooms on both coasts, a partnership with The Onion and utilizing Snapchat.
"While the NFL remains an important platform for reaching our consumers, we won't be investing in the game this year," he said.
That's a reversal from the last several years, when there were a glut of auto ads in the Super Bowl. In 2014 there were 11 different nameplates in the Super Bowl and the category accounted for over one-fourth of the total ad time in the game, according to Kantar Media.