The Shifting Landscape of Super Bowl Advertising: Automakers Drive Towards New Strategies
The Super Bowl, once a guaranteed showcase for the automotive industry, is experiencing a slowdown in automaker participation. While historically accounting for a significant portion of Super Bowl ad minutes – 40% in 2012 – that figure has dwindled to just 7% by 2025. This year, only three automakers are expected to advertise during the game, totaling roughly two minutes of airtime.
Why the Retreat from the Big Game?
The primary driver behind this shift is cost. A 30-second ad slot during the Super Bowl now averages around $8 million. Automakers are re-evaluating whether that investment delivers a sufficient return, particularly amidst broader industry uncertainties regarding sales, tariffs, and regulations. As Sean Muller, CEO of ad data company iSpot, notes, the Super Bowl is becoming a “barometer” for tightening marketing budgets.
Stellantis, currently undergoing a company turnaround, exemplifies this strategy. Instead of a concentrated Super Bowl push, they are opting for a year-round marketing effort, including a provocative social media campaign for Jeep featuring a singing fish and celebrating the 250th anniversary of the U.S.
Beyond the 30-Second Spot: Diversifying Marketing Spend
Automakers aren’t necessarily cutting back on marketing overall; they’re simply diversifying their approach. There’s a growing trend towards increased spending on live sports – automakers now represent roughly 60% of spend on live sports, according to iSpot data – and a significant embrace of streaming and regional advertising. Nissan, for example, released a comedic social media ad promoting a chips-and-dip holder for its Rogue SUV, a strategy costing less than a traditional Super Bowl spot.
Honda is as well looking beyond the Super Bowl, sponsoring U.S. Olympic and Paralympic teams for both the Winter Games in Milan and the 2028 Summer Games in Los Angeles, recognizing the broader reach and storytelling opportunities the Olympics provide.
Volkswagen’s Nostalgic Return and Cadillac’s F1 Reveal
Despite the overall trend, some automakers are still seeing value in the Super Bowl. Volkswagen is resurrecting its popular 1990s “Drivers Wanted” campaign, set to House of Pain’s “Jump Around,” as part of a marketing drive called “The Great Invitation: Drivers Wanted.”
General Motors is using the Super Bowl to launch its Cadillac F1 team, revealing the livery of its first car to a national audience. Toyota will air two 30-second ads focused on family connections, including one titled “Superhero Belt.”
The Rise of “Legendary February” and NBCUniversal’s Strategy
NBCUniversal is capitalizing on the convergence of major sporting events, coining February “Legendary February” with coverage of the Super Bowl, the Olympics, and the NBA All-Star weekend. This bundled approach offers advertisers a broader platform to reach audiences across multiple touchpoints.
FAQ
Why are fewer automakers advertising during the Super Bowl?
The high cost of Super Bowl ads, coupled with industry uncertainties, is leading automakers to diversify their marketing spend.
Where are automakers investing their marketing dollars instead?
Automakers are increasing spending on live sports, streaming services, regional advertising, and year-round marketing campaigns.
What is Volkswagen’s strategy for the 2026 Super Bowl?
Volkswagen is reviving its 1990s “Drivers Wanted” campaign to appeal to a new generation of customers.
— CNBC’s Lillian Rizzo contributed to this report.
