Automakers are scaling back their Super Bowl advertising strategies amid continuing uncertainty in the U.S. automotive market. With concerns over sales, tariffs, and regulatory changes, only three car manufacturers are expected to advertise during the upcoming Super Bowl, marking a significant decline from previous years. In 2012, automotive companies represented 40% of ads aired during the event, but this figure plummeted to only 7% by 2025, according to advertising analytics firm iSpot.
Industry experts attribute this trend to rising costs and a shift in marketing approach. The average cost of a 30-second ad in this year’s Super Bowl is approximately $8 million, leading many automakers to reassess their advertising budgets. Stellantis Chief Marketing Officer Olivier François emphasized the importance of spreading marketing efforts throughout the year rather than concentrating them in February. Conversely, Nissan is creatively leveraging social media with specialized promotions instead of high-cost traditional ads.
While some companies like Honda are opting to focus on sponsorship of upcoming Olympic events, others see value in continuing to support live sports outside of the Super Bowl. Research shows that automakers currently account for about 60% of expenses in live sports advertising.
As the Super Bowl approaches, general motors is still speculated to make an appearance, planning to launch its Cadillac F1 team during the event. Toyota, the NFL’s official automotive partner, will air two ads focused on family themes, while Volkswagen is reviving a popular 1990s campaign to engage a new generation.
Why this story matters: Illustrates the changing landscape of car advertising amid market challenges.
Key takeaway: Automakers are reallocating marketing budgets towards more cost-effective and targeted strategies rather than traditional Super Bowl ads.
Opposing viewpoint: Some industry insiders argue that Super Bowl advertising, despite its high cost, offers unmatched visibility and potential ROI that could be beneficial for brand exposure.
