In recent years, the automotive industry witnessed a significant pullback in advertising and marketing budgets due to a lack of vehicle inventory caused by the Covid-19 pandemic and supply chain disruptions. However, as vehicle inventory levels have begun to grow and economic conditions have stabilized, automakers are once again turning to live sports, specifically the NFL, as a crucial platform to promote new products and engage with consumers.
During the previous NFL season, approximately 44% of automotive ad spend budgets in national TV were allocated to NFL advertising, showcasing the substantial impact of the NFL on the automotive advertising industry. With an average viewership of 17.9 million for regular-season games and 123.7 million for the Super Bowl, the NFL remains a dominant force in traditional TV viewership.
Automakers were identified as the most-seen brand industry, capturing more than 10% of TV ad impressions during the previous NFL season. Brands such as Toyota, Hyundai, Mercedes-Benz, Nissan, and Stellantis have seen consistent growth in ad spending, particularly on platforms like “Monday Night Football” and “Sunday Night Football.”
Companies like Toyota, Hyundai, and Stellantis have strategically partnered with the NFL to enhance their brand visibility and reach a diverse and engaged audience of over 218 million fans. By becoming the official automotive sponsor of the league, automakers gain access to a wide demographic, making it a valuable investment in their advertising and marketing strategy.
While traditional TV continues to drive the majority of auto ads, there is a noticeable increase in ad presence on streaming platforms like Peacock, which has broadcast exclusive NFL games. Additionally, automakers are exploring sponsorship opportunities alongside ad spots to maximize their brand exposure and engagement with viewers.
Advertising industry experts predict a continued increase in automotive ad spend, with a focus on precision targeting in a complex U.S. market. Brands are expected to leverage the popularity of live sports and events like the NFL season to connect with consumers and drive sales growth. As viewership of NFL broadcasts continues to rise, automakers are positioned to capitalize on this trend and expand their advertising reach.
Automakers are recognizing the value of the NFL as a key advertising platform to engage with consumers, promote new products, and drive brand awareness. By strategically partnering with the league and leveraging traditional TV and streaming platforms, automakers are poised to capitalize on the resurgence of live sports advertising and connect with millions of viewers nationwide.