General Motors will sit out the 2015 Super Bowl.
The automaker aired two 30-second ads in the Big Game last year that supported Chevrolet, but all of its brands will be absent from the ad lineup during Super Bowl XLIX, the company said Tuesday.
GM will, however, retain ties to the game -- Chevrolet will present the Most Valuable Player with a new Colorado mid-size pickup, a spokeswoman said.
The company returned to the Super Bowl ad gridiron last year.
In 2013, it sidelined its brands from the game after Joel Ewanick, then-global chief marketing officer, said the company couldn't justify the expense of advertising in the Super Bowl.
GM is the latest automaker passing on the Big Game this year. Other recent Super Bowl auto advertisers -- including Lincoln, Jaguar, Honda and Acura -- have also opted out.
That's a reversal from the last several years, when there were a glut of auto ads aired during the Super Bowl telecast. 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 vice president for sales and sales marketing for the 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 percent sold out of commercial time for the Super Bowl.