Auto companies are big players when it comes to football’s big game.

Brands love to roll out expensive advertising campaigns, as the Super Bowl gets a massive amount of viewers. Exactly how many? Last year, the NFL’s big game became the most-watched television event in U.S. history with 111.5 million viewers tuning in.

Oddly enough though, many automakers opted out of this year’s game despite the record-setting views last year.