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.