Automakers Re-enter Advertising’s Major Stage: The NFL

The automotive sector is making a strong return to advertising with a renewed focus on the National Football League (NFL) after a period of reduced spending.

Following a significant pullback in recent years due to vehicle shortages, automakers are now investing heavily in NFL advertising. Companies like Toyota Motor Corporation, Hyundai Motor Company, and Detroit’s major carmakers are set to leverage the NFL’s wide-reaching audience in the coming months. Notably, Toyota has become the “Official Automotive Partner of the NFL,” marking a first for the automaker.

Ryan Briganti, head of ad sales at CBS Sports, noted a resurgence in automotive advertising. “There are many factors influencing budgets, but automakers are increasing their spend,” he said. “We have automotive ads across our entire portfolio.”

Automakers had previously cut back on advertising due to low vehicle inventory caused by the Covid-19 pandemic and supply chain issues. As inventory levels rise amid economic uncertainties, these companies are turning to high-profile platforms like the NFL to promote new products.

General Motors plans to boost its advertising budget by over $400 million in the latter half of the year to support new vehicle launches. While specific figures for NFL-related spending were not disclosed, GM emphasized that their advertising budget remains below historical levels.

The NFL remains a central component of automotive advertising strategies. Last season, about 44% of automotive TV ad spending was allocated to NFL broadcasts, according to media planning firm Guideline. This is notably higher compared to the 31% average across all sectors.

The NFL’s dominance in TV viewership contributes to its advertising appeal. Regular season games averaged 17.9 million viewers, and the Super Bowl attracted 123.7 million viewers. The league’s strong performance has boosted the value of media rights deals and NFL team valuations, which now average $6.49 billion.

Despite a broader advertising rebound, live sports, particularly the NFL, command significant ad expenditures. “We’re seeing strong growth in 2024 compared to the post-Covid years,” said Alberto Leyes of Guideline. “The return of the NFL is contributing to this positive trend.”

Automakers have been prominent in NFL advertising, with over 10% of TV ad impressions last season. Disney, which airs “Monday Night Football,” has observed steady growth in automotive ad spending, particularly from brands like Hyundai, Mercedes-Benz, and Nissan.

Toyota’s new campaign, “Roll Deep,” marks its first season as the NFL’s official automotive sponsor, featuring a major presence during the NFL’s opening game. The automaker aims to capitalize on the NFL’s diverse and engaged audience, which reaches nearly 72% of the U.S. population.

Stellantis and Hyundai are also ramping up their NFL advertising efforts, with Hyundai continuing as the presenting sponsor of NBC’s “Sunday Night Football” kickoff show for the seventh consecutive year.

As the NFL season progresses, automotive brands are expected to maintain a strong advertising presence, reflecting their strategic emphasis on live sports and high-profile events.