Folks planning to tune in for Super Bowl 59 aren’t prone to see many commercials from an trade that after outspent all of the others on promoting throughout the Huge Sport: automotive.

Ford, Audi, Honda, Hyundai, and Common Motors are out. So are Kia, BMW, Toyota, and Volkswagen — 4 automakers that ran a spot in final 12 months’s Tremendous Bowl.

With lower than two weeks to go, solely Stellantis-owned sibling manufacturers Jeep and Ram have announced plans to air a TV industrial throughout the broadcasted match between the Kansas Metropolis Chiefs and the Philadelphia Eagles on Feb. 9 in New Orleans.

The shrinking variety of automotive and truck adverts within the Tremendous Bowl is a rising pattern. In 2014, the auto class represented greater than one-third of all Tremendous Bowl commercials, in response to tv advert measurement and analytics firm iSpot.television. A decade later, the trade accounted for simply 8%.

Different classes have helped fill the void.

Wi-fi suppliers, equivalent to Verizon and T-Cellular, have expanded their presence from 5% of all Tremendous Bowl adverts in 2014 to 12% in 2024.

The leisure class, which incorporates adverts for upcoming movies together with commercials for streaming providers, equivalent to Netflix and Disney+, has elevated its share from 0% to 10% throughout the identical interval.

What’s behind the decline?

A few of the Tremendous Bowl’s most memorable adverts have come from automakers. Volkswagen’s 2011 Star Wars-themed “The Force,” for instance. Hyundai’s 2020 “Smaht Pahk,” that includes Boston-area natives John Krasinski, Rachel Dratch, and Chris Evans, additionally received the model some new followers.

The excessive value of paying $7 million for a 30-second commercial apart, automakers produce other causes for sitting on the sidelines.

Lately, the trade has invested billions of {dollars} into manufacturing and advertising and marketing electric vehicles. Client adoption, nevertheless, has been sluggish.