The landscape of automotive advertising during the Super Bowl has undergone a striking transformation as market dynamics prompt leading manufacturers to reassess their promotional strategies. For Super Bowl 60, an event historically dominated by automaker advertisements, participation from this sector has notably thinned, with General Motors (NYSE:GM), Toyota Motor (NYSE:TM), and Volkswagen (OTC:VWAGY) standing as the primary participants. This represents a marked contraction in presence compared to prior years, reflecting widespread caution within the industry amid prevailing uncertainties.
Data sourced from advertising analytics firm iSpot highlights the steep decline in automakers' share of Super Bowl ad minutes—from a commanding 40% in 2012 to a mere 7% in 2025. The factors underlying this trend are multifaceted, encapsulating varied industry challenges such as volatile sales figures, regulatory complexities, and the repercussions of tariffs. The current phase has prompted manufacturers to reexamine traditional advertising expenditures in favor of strategies better aligned with market realities.
Market Challenges Influencing Advertising Decisions
Economic headwinds have compelled automakers to exercise prudence in marketing outlays. As Sean Muller, Chief Executive Officer of iSpot, explains, the reduction in Super Bowl advertising reflects a broader belt-tightening within the sector's budgets. "It’s definitely been on the decline," Muller states, attributing pullbacks to the industry’s need to optimize resource allocation amid financial pressures.
These pressures stem in part from persistent disruptions in supply chains that first emerged during the pandemic era, compounded by tariffs that have introduced additional cost burdens. Moreover, significant investments in electric vehicle technologies contribute to the complexity of financial planning for marketing, as firms balance innovation costs with competitive positioning.
Strategic Shift Toward Diverse Sports Marketing
While the high-profile Super Bowl platform sees reduced spending, automakers are not retreating entirely from sports marketing arenas. Instead, they are redirecting budgets to an expanding portfolio of sports sponsorship opportunities and digital engagement channels. Muller indicates that automakers now constitute approximately 60% of live sports advertising expenditures, underscoring a strategic emphasis on sustained presence across varied platforms.
Industry veterans echo this sentiment about evolving approaches. Tim Mahoney, an experienced automotive marketing executive, notes that although the Super Bowl remains a prominent platform, escalating costs have made it less accessible. "Super Bowl is just a massive platform, but it has gotten so expensive," Mahoney remarks, highlighting the impetus for exploring alternative methods such as streaming services and targeted regional advertising designed to efficiently reach consumers.
Financial Considerations and Diverse Advertising Initiatives
The substantial cost of Super Bowl commercial slots—averaging approximately $8 million per 30-second segment—further complicates marketers’ decisions. Olivier Francois, Chief Marketing Officer at Stellantis, outlines their approach: reallocating creative and monetary resources across the calendar year to optimize impact rather than concentrating efforts in one event.
This approach is mirrored by other manufacturers. Nissan is increasing focus on social media platforms, deploying innovative campaign content to engage digital audiences. Concurrently, Honda is enhancing its visibility through Olympic sponsorships, exemplifying the broader trend of diversifying marketing investments beyond traditional broadcast advertising.
This evolving marketing landscape within the automotive industry reflects a broader recalibration in response to financial and operational variables. Automakers continue to seek effective avenues for brand promotion and consumer connection while navigating the constraints imposed by market uncertainties and elevated advertising costs.