{"id":160983,"date":"2025-01-30T17:19:18","date_gmt":"2025-01-30T17:19:18","guid":{"rendered":"https:\/\/www.bmwblog.com\/?p=494627"},"modified":"2025-01-30T17:19:18","modified_gmt":"2025-01-30T17:19:18","slug":"bmw-skips-super-bowl-59","status":"publish","type":"post","link":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/2025\/01\/30\/bmw-skips-super-bowl-59\/","title":{"rendered":"BMW Skips Super Bowl 59"},"content":{"rendered":"

For decades, Super Bowl commercials have been a battleground for brands vying for attention, with automakers often leading the charge. But this year, BMW is stepping back. The German automaker has confirmed that it will not run an ad during Super Bowl 59, joining other major car brands like General Motors, Toyota, Kia, Hyundai, Mercedes-Benz, and Volkswagen in sitting out the Big Game.<\/p>\n

The decision isn\u2019t entirely unexpected, as BMW\u2019s focus this year is on the upcoming Neue Klasse family of vehicles. Super Bowl ads typically spotlight key products that automakers are looking to promote\u2014like last year\u2019s i5 electric sedan<\/a>. With no major product launches in the first half of 2025, BMW is concentrating its marketing efforts on the latter part of the year, when the BMW iX3<\/a> is set to debut. Given the historical success of Super Bowl ads, it\u2019s reasonable to expect that BMW will return to the Big Game stage in the future\u2014likely with a Neue Klasse model as the centerpiece.<\/p>\n

Automakers’ Spending Shifting Towards Digital<\/h2>\n

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This isn\u2019t just a BMW decision\u2014it\u2019s an industry-wide trend. The automotive sector has traditionally been one of the biggest spenders on Super Bowl ads, but with changing consumer habits and a slightly declining EV market, companies are thinking twice about massive TV ad buys. According to Emarketer, total U.S. automotive media ad spending is projected to hit $31.77 billion in 2025, up from $29.48 billion in 2024. However, spending on traditional media like TV is on the decline, expected to drop from $7.46 billion in 2024 to $7.3 billion in 2025, and further down to $6.86 billion by 2026.<\/p>\n

This signals a clear shift toward digital marketing strategies, where automakers can engage more directly with potential buyers. In the last few years, BMW has been leaning into digital-first campaigns, influencer partnerships, and immersive experiences to connect with consumers more directly. And the trend seems to continue in the future.<\/p>\n

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BMW did have an overwhelming success in Super Bowl 58 with its \u201cTalkin\u2019 Like Walken\u201d campaign. The 2024 ad, which starred legendary actor Christopher Walken being subjected to a series of impressions of himself, wasn\u2019t just a hit\u2014it was the most-liked auto advertisement of the Super Bowl and the overall top-rated commercial of the game, according to iSpot\u2019s Creative Assessment.<\/p>\n

Walken was joined by Usher and actress Ashley Park in a humorous, high-energy spot that captured audience attention in a way few commercials could. The data backed up its success\u2014the ad led to a 54% increase in purchase intent, proving that the campaign didn\u2019t just entertain but also convinced potential buyers.\u00a0 So if \u201cTalkin\u2019 Like Walken\u201d proved anything, it\u2019s that BMW knows how to own the spotlight when it chooses to step onto the stage. The question now is\u2014when will it return?<\/p>\n