Toyota’s move also signals that the auto category could be light in this year’s game.
Kia is the only automaker to confirm a buy so far and Nissan and BMW, which ran spots in last year’s game, have already confirmed they are out. Polestar, an EV startup that ran an ad last year, is also not expected to return. Also sitting out the Big Game are used car retailers CarMax, Vroom and Carvana (the latter two ran spots in 2021).
Hyundai, a one-time regular Super Bowl advertiser, will sit out its third straight year, although it will run new ads in the AFC and NFC championship games. Ford, which has not run a Super Bowl ad since 2017, will stay on the sidelines, too, as will Honda, which also ran its last Big Game spot in 2017.
General Motors, a regular Super Bowl advertiser in recent years, has not responded to multiple inquiries about its 2023 plans. Other auto brands to watch include Stellantis, which typically reveals its decision closer to the game. The company last appeared in the 2021 game with an ad for Jeep starring Bruce Springsteen.
