DETROIT -- Hyundai Motor America is considering withdrawing as a Super Bowl advertiser.
The automaker blames a worsening economy, says Chris Hosford, Hyundai spokesman.
We are reviewing whether or not we want to advertise on the Super Bowl, Hosford tells Automotive News.
A lot of economic indicators clearly show the economy is slowing, Hosford says. Is this the best thing to do with our advertising funds in the first quarter?
In October, Hyundai said it would advertise during the Super Bowl for the first time with two 30-second commercials.
Super Bowl XLII airs on Fox on Sunday, Feb. 3. Fox is charging advertisers as much as $2.7 million for a 30-second commercial, two sources familiar with the negotiations said in October.
Hosford says that if Hyundai remains in the Super Bowl, the automaker will review its creative strategy to determine whether it fits a deteriorating economy.