Automobile manufacturers are noticeably absent from Super Bowl 60 advertising, a trend indicative of broader economic instability within the American automotive sector. Only a select few industry giants, specifically General Motors, Toyota Motor, and Volkswagen, are expected to feature their brands during the event, a stark contrast to their extensive participation in past years.
This reduced engagement is part of a larger pattern observed since 2012, when car companies dominated 40% of Super Bowl ad time. By 2025, this figure had dropped dramatically to just 7%, according to insights from iSpot, an advertising data firm. The downturn is primarily linked to ongoing challenges such as fluctuating sales, trade tariffs, and evolving regulatory landscapes, as reported by CNBC.
The shift away from Super Bowl advertisements highlights a strategic reallocation of marketing funds by automakers. Sean Muller, CEO of iSpot, observes that automotive companies are tightening their financial belts, leading to a noticeable reduction in their promotional expenditures. This conservative approach stems from persistent supply chain disruptions, the substantial financial implications of tariffs, and significant investments in electric vehicle technology, all of which have impacted the industry since the onset of the pandemic.
In response to these market pressures and the escalating costs of Super Bowl airtime, car manufacturers are diversifying their advertising efforts. Tim Mahoney, a seasoned automotive marketing executive, points out the prohibitive expense of a 30-second Super Bowl slot, which now averages $8 million. Companies like Stellantis, Nissan, and Honda are exploring more cost-effective and targeted strategies, including year-round campaigns, social media engagement, streaming content, regional advertising, and major event sponsorships like the Olympics. This move underscores a broader industry trend toward innovative and diversified marketing beyond traditional, high-cost platforms.
The evolving advertising landscape for automakers reflects a resilient industry adapting to new economic realities and consumer behaviors. By strategically reallocating resources, these companies aim to maintain brand visibility and market share through more flexible and integrated marketing campaigns, ensuring their messages resonate with audiences across a variety of platforms.