General Motors said Monday it will not advertise in the 2024 Super Bowl, the first time since 2019 it will sit out the heavily watched game.

The largest U.S. automaker said in explaining its decision it continually evaluates its “media strategies to ensure they align with our business priorities.”

GM, which said in July it planned to cut operating costs by an additional $1 billion through the end of next year, said in October it was slowing the launch of several EV models to cut their costs, and pulling back on EV product spending.

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