General Motors will sit out the Super Bowl, the company confirmed.
Last year the automaker aired two 30-second ads in the Big Game supporting its Chevrolet brand, but all its makes will be absent from the ad lineup during Super Bowl XLIX. GM will, however, have some presence in the game -- Chevy will present the Most Valuable Player with a Chevrolet Colorado, a spokeswoman said.
GM made some noise last year by getting back on the Super Bowl ad gridiron. In 2013, it sidelined its brands from the game after Joel Ewanick, then-global chief marketing officer of General Motors, said the company couldn't justify the expense of advertising in the Super Bowl.
General Motors is the latest automaker passing on the Big Game this year. Other recent Super Bowl auto advertisers -- including Lincoln, Jaguar, Honda and Acura -- are all out.
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.
But the category this year has been a challenge for NBC, which will air Super Bowl XLIX on Feb. 1, according to Seth Winter, exec VP-sales and sales marketing, NBC Sports Group and NBC Universal News Group.
For some automakers, the reason behind the decision is simply the timing of new car launches.
As of last week, NBC was about 95% sold out of commercial time for the Super Bowl.