“Every year we evaluate this advertising opportunity to support upcoming product launches or key Toyota moments,” the company said in a statement Friday. “This year’s timing did not align for our brand.”
The brand did not say where it would re-allocate the marketing dollars.
Toyota’s lead agency is Saatchi & Saatchi.
The decision means the Feb. 12 game on Fox will be without one of the game’s most reliable advertisers. Toyota sat out the 2017 game but still ran regional spots in Los Angeles and San Francisco, and before that Toyota had run ads in every game since 2011.
Representatives for Toyota-owned Lexus have not confirmed the brand’s Super Bowl plans, but the game has not been part of its marketing playbook of late.