Mercedes-Benz has decided to skip the 2016 Super Bowl without presenting any video ad.
While the information is still unofficial, mercedesblog.com reports the German company is not planning to air a video ad during the biggest sporting event in the United States. Instead of paying $10 million for a 60-second spot during the anniversary 50th edition of the National Football Conference (NFL) final, Mercedes will focus on more targeted campaigns for the new E Class and SLC roadster.
Last year the manufacturer presented the ‘Fable’ video ad, promoting the Mercedes-AMG GT. Mercedes invested $9 million participating in the record-braking 49th edition of the final that was watched by 114 million people. This ad resulted in search increase of 3,107 percent for the model, which is the biggest search increase attained by the brands that aired TV commercials during the 2015 Super Bowl, according to AutoTrade.
The 2016 Super Bowl is scheduled for February 7 and will be played at Levi’s Stadium in Santa Clara, California. Mini, Acura, Audi, Honda, Hyundai, and Kia have already confirmed they will run video ads during the game.
Note: Attached you'll find the 'Fable' video spot that Mercedes presented at the 2015 Super Bowl.