Kia to sit out Super Bowl as auto category poised for minimal presence this year

Kia, one of the Super Bowl’s most consistent advertisers, is sitting out the game this year. The automaker confirmed its decision to Ad Age today. “We don’t have a new launch that is beginning this quarter for us to focus on in the game,” said Russell Wager, VP of marketing for Kia America. Instead, the brand plans to focus on its sponsorship of the USA Today Ad Meter, the long-running opinion poll of Big Game ads. Kia had advertised in three straight Super Bowls. It sat out the 2021 game but before that had run ads in 11 straight Super Bowls. Kia’s 2025 decision makes an already weak automotive Big Game lineup even weaker. Only Jeep has confirmed a spot. Toyota, Volkswagen and BMW, the other three auto brands that ran ads last year, have confirmed they are sitting this year out. A host of other automakers have also confirmed to Ad Age in recent weeks that they do not plan on running Super Bowl ads, including Nissan, General Motors, Hyundai, Audi, Honda, Ford, Mercedes and Lexus. Super Bowl commercials Tracking the latest brand and agency plans Click here So barring any surprises, the game might see only one automotive ad—from Stellantis-owned Jeep—which would be a low-water mark for a category that once dominated Big Game ad breaks. In 2018, for instance, 11 auto brands ran ads. Like Kia, Toyota also is sitting out the game due to model launch timing, it appears, even though the brand is an official NFL sponsor. “Every year we evaluate this advertising opportunity to support upcoming product launches or key Toyota moments. This year’s timing did not align for our brand,” a Toyota spokesperson told Ad Age earlier this month. Automakers generally shell out big bucks for in-game ads for one of two reasons—to push a new model launch or to promote their corporate image. In the 2022 game, for instance, several brands jumped in to tout their electric vehicle ambitions as companies poured billions into EV development. The EV market later slowed, as buyers did not adopt EVs at the rate once hoped. Last year, Kia ran an emotional spot to promote its electric EV9 crossover, which had recently gone on sale. The “Perfect 10” ad, from David&Goliath, promoted the vehicle’s onboard power station by showing it electrifying a string of lights and speakers so a granddaughter could perform an outdoor skating routine for her grandfather. Kia America reported record sales last year.

Kia to sit out Super Bowl as auto category poised for minimal presence this year

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