General Motors says that it costs too much to advertise during the Super Bowl.
Marketing chief Joel Ewanick says the company won't run ads during the big game in February.
Ewanick said in a statement Friday that GM can't justify the expense because of a significant price increase for next year's event.
The move comes as the company reviews its global advertising budget. GM spent about $4.5 billion on advertising last year.
The Super Bowl is advertising's biggest stage. Companies spent an average of $3.5 million for a 30-second commercial during this year's game.
It's not the first advertising change this week for GM. The company also decided to pull $10 million in ads from Facebook, saying they weren't effective.