Ford and Lincoln will not run Super Bowl commercials this year, a spokeswoman confirmed today.
The auto ad lineup continues to dwindle ahead of the Feb. 1 game, even though last year’s contest was the most watched TV program in history with 111.5 million viewers, according to Nielsen.
So far, six brands -- BMW, Kia, Lexus, Mercedes-Benz, Nissan and Toyota -- are expected to run spots, but some brands have yet to declare their intentions. In 2014, 11 auto brands aired commercials during the game.
Ford broadcast a pre-game commercial last year to push the Ford Fusion hybrid. Lincoln last advertised during the game in a 2013 spot that allowed the Twitter community to “steer the script” with suggestions of how the commercial should play out.
In the last five years, auto advertising has accounted for more than 30 percent of Super Bowl advertising air time, according to Ace Metrix, a TV and video analytics firm.