Hyundai is the latest carmaker to 'take a time out' from Super Bowl

Hyundai isn’t running a Super Bowl ad for the first time since 2006.

The list of Super Bowl auto advertisers continues to dwindle this year.

Only six brands -- BMW, Kia, Lexus, Mercedes-Benz, Nissan and Toyota -- are slated to run spots, a significant drop from 2014 when 11 auto brands aired commercials during the game.

Hyundai says the timing wasn’t right.

“While the Super Bowl is a great advertising property, Hyundai has decided to take a time out and won’t be in the game this year,” a spokeswoman wrote in an email late Friday. “Our marketing calendar is simply shaping up differently this year as we look to align our media mix and advertising properties with product promotion goals.”

Hyundai’s two Super Bowl spots last year were well-received, according to a study from public relations firm Lambert, Edwards & Associates and analytics firm Infegy, which monitored 39.5 million conversations on more than 150 million blogs, forums and video/image-sharing sites as well as Facebook and Twitter.

According to the study, 88 percent of the conversations surrounding Hyundai’s “Dad’s Sixth Sense” commercial were positive. Conversations for Hyundai’s other spot, “Nice,” were 78 percent favorable.

Hyundai sold 725,718 vehicles in the U.S. last year, up 0.7% over the previous year.