economy
February 7, 2026
Automakers largely sit out 2026 Super Bowl advertising amid industry uncertainty
Automakers are largely sitting on the advertising sidelines during this year's Super Bowl amid broader uncertainty in the U.S. automotive industry.
TL;DR
- Automakers are largely absent from Super Bowl advertising this year due to uncertainty in the U.S. automotive industry.
- Carmaker ad spending during the Super Bowl has declined significantly since 2012, dropping from 40% to an expected 7% by 2025.
- Instability in the automotive sector, including pandemic-related supply chain issues and recent tariffs, has contributed to reduced ad budgets.
- Only three automakers are expected to advertise during this year's Super Bowl, for a total of approximately two minutes.
- Companies are shifting their advertising focus to digital platforms, streaming, regional advertising, and sports sponsorships.
- High costs for Super Bowl ads (averaging $8 million for 30 seconds) are a major deterrent for automakers.
- Brands like Stellantis, Nissan, and Honda are exploring alternative marketing strategies, including social media campaigns, digital-first ads, and sponsoring major events like the Olympics.
- General Motors plans to use the Super Bowl to launch its Cadillac F1 team, while Toyota will focus on family connections in its ads.
- Volkswagen is reviving its classic 1990s campaign for the new generation of customers.
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