Automakers mainly skip 2026 Super Bowl advertising
Volkswagen is one of three automakers expected to advertise during the Super Bowl in 2026.
Courtesy of VW
DETROIT — Automakers are largely sitting on the sidelines of advertising during this year’s Super Bowl amid uncertainty about sales, tariffs and regulations in the U.S. auto industry.
Automakers, historically the biggest buyers of advertising during the big game, have been inconsistent with advertising during the Super Bowl in recent years; Only a few advertising spots were released each year.
“It’s definitely on the decline,” said Sean Muller, CEO of advertising data company iSpot. “Automobiles are tightening their belts and probably pulling back on their budgets, and that’s definitely reflected. I think the Super Bowl is a good barometer for all of that.”
Automakers accounted for 40% of Super Bowl ad minutes in 2012, but by 2025 that had dropped to 7%. iSpot. Only three automakers are expected to run ads lasting about two minutes total during this year’s game.
Longtime automotive marketing executive Tim Mahoney said it’s a balancing act when it comes to Super Bowl ads. He said that for a company to stand out and get a return on its investment, it must have the right product, advertising campaign and, of course, capital.
“The Super Bowl is a huge platform, but it has become very expensive,” Mahoney, who has worked for GM, VW, Subaru and Porsche, told CNBC. “Sometimes there are interesting ways to get around. … Proximities can be clever.”
During Mahoney’s tenure, Subaru became the presenting sponsor of Animal Planet’s Puppy Bowl and GM’s Chevrolet. brand “dimmed” TV screens Right before the Super Bowl for an in-car Wi-Fi commercial in 2015.
Automakers have increased sports advertising outside of the Super Bowl and embraced more broadcast and regional advertising over national reach, according to iSpot.
“They’re not cutting back on live sports,” Muller said, citing iSpot data that shows automakers now represent roughly 60% of live sports spending.
automatic exit
Automotive executives who spoke to CNBC about not advertising during this year’s Super Bowl said they were deterred by the cost. $8 million on average for a 30-second ad — and they figured the money they spent on the ad would be better spent elsewhere.
“We’re really going to spread our efforts, our money and our creativity, over a year,” said Stellantis Chief Marketing Officer Olivier Francois, known for past Super Bowl commercials. “There is no need for a summit in February.”
Stellantis, which is in the midst of a company turnaround plan, will focus on the U.S. 250th anniversary as its big marketing push this year, in addition to more business-focused spending for Jeep and a provocative social media campaign. featuring a singing fish launched this week.
Nissan Motor, which last advertised during the Super Bowl in 2022, is also experimenting with parallel advertising this year.
The Japan-based automaker released a hilarious, high-energy “Big Game” social media ad on Friday promoting the chip holder for its Nissan Rogue SUV. The “Nissan Dip Seat” commercial features chef and “The Bear” actor Matty Matheson promoting the fictional product. It is also promoting a giveaway to win one of the vehicles.
“One of the big things for us was that we wanted to find a way that was more social in nature. That was part of our overall strategy this year,” Nissan US CMO Allyson Witherspoon told CNBC.
Witherspoon declined to discuss the cost of the ad, but confirmed it was less than what it would take to air a traditional Super Bowl commercial.
like others honda engineThey will view the Olympics as their biggest advertising spend. Honda is sponsoring the U.S. Olympic and Paralympic teams for this year’s Winter Games in Milan and the 2028 Summer Games in Los Angeles.
“The Super Bowl is a moment in time. There are so many verticals in the Olympics where you can tell these stories,” said Ed Beadle, who leads marketing for American Honda Motor.
The opening ceremony of the Winter Olympics took place in Milan on Friday. Also starts a month Comcast’s NBCUniversal, which will broadcast the Olympics, Super Bowl and NBA All-Star weekend, has coined “Legendary February.”
2026 ads
GM remains the wildcard for this year’s game as the only automaker not to pre-release its advertising. Detroit automaker uses Super Bowl for launch The Cadillac F1 team also includes introducing the appearance of its first livery car to a national audience.
The automaker showed off a design prototype of the vehicle last month, including at the auto show in Detroit, but did not release any information about the ad.
Toyota, the NFL’s official automotive partner, is expected to air two 30-second commercials focusing on family connections.
The photo, called “Superhero Belt”, shows a grandchild and a grandfather, who have changed roles over the years, telling each other to put on their seat belts. other It features athletes, including NFL wide receiver Puka Nacua, meeting their younger selves.
Volkswagen’s ad revives the automaker’s famous 1990s campaign aimed at a new generation of customers as part of a marketing push called “Big Invitation: Drivers Wanted.”
The new campaign, which also includes a 30-second Super Bowl spot, features many of the automaker’s vehicles being transported to House of Pain’s 1992 hit “Jumparound.”
— CNBC’s Lillian Rizzo contributed to this report.
Description: CNBC’s parent company, Versant, carries NBC Sports-produced Olympic coverage on its networks, including USA Network and CNBC.
