In recent years, automakers have significantly reduced their advertising budgets, driven largely by supply chain disruptions and reduced vehicle inventories caused by the COVID-19 pandemic. With factories shut down and parts in short supply, the focus shifted from promoting new models to simply managing existing stock. During this time, there was little incentive for car companies to spend heavily on ads when their shelves were essentially bare. However, now that inventories have started to recover, automakers are once again increasing their ad spending. This resurgence is happening despite a backdrop of high interest rates and ongoing economic uncertainty.
A notable share of this renewed investment in advertising is being directed towards live sports, with the National Football League (NFL) season taking center stage. The NFL offers automakers a unique platform, given its vast, diverse, and highly engaged audience. With live sports being one of the few remaining bastions of traditional TV that still draws mass viewership, it’s no surprise that car companies are seeing the NFL as a vital part of their ad strategies.
Leading automakers like Toyota, Hyundai, and General Motors (GM) are capitalizing on the opportunity presented by the NFL season to ramp up their marketing efforts. Toyota, for instance, has made a major play by becoming the NFL’s official automotive partner for the first time. This is a significant move, as it highlights the NFL’s value as a premier marketing stage. For Toyota, this partnership isn’t just about visibility; it’s a chance to connect with one of the most diverse and engaged audiences in the U.S. This is especially important for brands aiming to reconnect with consumers in real-time after the disruptions caused by the pandemic.
The NFL has long been a cornerstone for automotive advertising. According to data from media firm Guideline, during last season, nearly 44% of all automotive ad spending on national television was allocated to NFL broadcasts. This is a striking contrast to the 31% average spent on other sectors. This difference underscores the NFL’s unmatched ability to reach a wide-ranging audience, making it an indispensable platform for automakers. With live sports remaining a rare occasion where large audiences gather to watch in real-time, the NFL continues to be a focal point for advertisers looking to engage viewers on a massive scale.
One of the key factors driving automakers’ return to NFL advertising is the league’s consistent ability to attract live audiences. Nielsen data shows that last year’s NFL regular season games drew an average of 17.9 million viewers, while the Super Bowl attracted an astonishing 123.7 million viewers. In an era when many consumers are cutting the cord and moving away from traditional pay-TV, live sports—especially NFL games—still provide a critical platform for advertisers seeking large-scale engagement. This makes the NFL an invaluable outlet for automakers, allowing them to connect with millions of potential customers.
Ryan Briganti, head of ad sales at CBS Sports, highlighted that the rebound in automotive advertising isn’t solely due to improved vehicle inventories. He emphasized that the NFL’s dominance in live television is another key factor. Briganti pointed out that, in an advertising landscape that is rapidly shifting towards digital and streaming platforms, the NFL remains one of the few places where advertisers can reliably reach large, engaged audiences. For automakers who need dependable platforms to showcase their brands, this makes the NFL a perfect fit. Briganti also mentioned that car companies are diversifying their media strategies, blending traditional TV advertising with digital platforms like Paramount+ to maximize their reach.
General Motors (GM), for example, is set to increase its advertising budget by more than $400 million in the second half of this year. Although GM has not disclosed specific figures related to its NFL ad spending, it’s clear that a significant portion of this budget will be aimed at live sports, particularly NFL broadcasts. This move demonstrates the importance of live sports as a reliable way to connect with consumers during periods of economic uncertainty. The NFL’s ability to engage such a wide audience provides automakers with a steady and effective means of increasing their brand visibility.
While traditional TV remains a major platform for automotive advertising, the broader market is also seeing growth in the streaming and digital sectors. Nonetheless, live sports still attract the largest ad budgets across all media platforms. Alberto Leyes, head of product strategy at Guideline, noted that NFL ad spending has been growing at twice the rate of viewership, with automotive brands increasing their NFL-related advertising by 17% over the last two seasons. This highlights the value that automakers place on NFL broadcasts, even as audiences shift towards on-demand content in other areas.
The NFL’s strong position in the advertising world is further reinforced by the increasing value of its media rights, which has, in turn, driven up the value of NFL teams. Currently, the average NFL team is valued at $6.49 billion, according to CNBC. This combination of high viewership and rising team valuations makes the NFL a crucial platform for brands seeking to optimize their media investments. The league’s broad reach and diverse audience offer automakers a powerful way to enhance brand loyalty and introduce new products to the market.
Disney, which broadcasts “Monday Night Football” on its ESPN networks and streaming services, has experienced steady growth in automotive ad spending over the past five years. Andrew Messina, senior vice president of sales at Disney Advertising, highlighted that brands such as Hyundai, Mercedes-Benz, Nissan, and Stellantis have steadily increased their presence in NFL broadcasts. These companies are not only purchasing traditional ad spots but are also expanding their roles through sponsorship opportunities, further solidifying their engagement with the NFL’s massive audience. For these automakers, the NFL provides more than just visibility; it offers a chance to build deeper connections with consumers through targeted, high-impact advertising.
Automakers see NFL advertising as more than just a tool to gain visibility; it’s an opportunity to engage deeply with the unique audience that live sports attract. Hyundai, for example, has been the presenting sponsor of NBC’s “Sunday Night Football” kickoff show for seven consecutive years. Hyundai’s CEO, Randy Parker, has emphasized the importance of reaching consumers through live sports, noting that viewership for these events continues to grow year after year. Live sports provide a level of engagement and connection that is difficult to achieve through other forms of media, making it an essential part of Hyundai’s marketing strategy.
As Toyota takes on its new role as the “Official Automotive Partner of the NFL,” the company is rolling out a season-long campaign called “Roll Deep” across various media channels. This includes traditional TV, digital platforms, paid social media, and in-game advertising. Toyota’s decision to solidify its NFL partnership followed a strategic review of its marketing efforts, which concluded that the NFL offers unmatched scalability and diversity in reaching a massive audience. For Toyota and other automakers, the NFL represents a rare opportunity to connect with millions of consumers in a meaningful way.
With the NFL’s exceptional reach, diversity, and consistent viewership, it remains an ideal platform for automakers aiming to strengthen brand loyalty and showcase new products. Dedra DeLilli, vice president of marketing communications at Toyota North America, emphasized that the NFL connects with 218 million fans—nearly 72% of the U.S. population—making it an unmatched opportunity for automakers to reach a wide audience.
As the automotive industry continues to navigate the challenges of the post-pandemic economy, live sports, particularly the NFL, remain central to advertising strategies. With rising viewership and the growing value of media rights, the NFL provides automakers with a rare chance to engage with consumers on a massive scale. For the industry, the NFL season represents a crucial period for connecting with audiences and driving brand awareness.
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