Automakers are once again leaning into advertising during the National Football League (NFL) season after a period of reduced spending in recent years. With Toyota Motor Corporation, Hyundai Motor Company, and the Detroit automakers leading the charge, the NFL and its games are set to become the main advertising platforms in the upcoming months. Toyota, in particular, has secured the title of the “Official Automotive Partner of the NFL,” marking a significant milestone for the world’s largest automaker.
Resurgence in Automotive Advertising
The automotive industry had previously scaled back advertising and marketing budgets due to inventory shortages brought about by the Covid-19 pandemic and supply chain disruptions. However, as vehicle inventory levels have started to recover amidst economic uncertainties and increased interest rates, automakers are now turning to live sports, particularly the NFL, to showcase their latest products. General Motors, for instance, anticipates increasing its advertising expenditure by over $400 million in the second half of the year to promote new or revamped vehicles.
The NFL serves as a vital component of automakers’ advertising strategies, with approximately 44% of the automotive ad spend budgets in national TV allocated towards NFL content during the previous season. This substantial investment underscores the significant impact of the NFL on the automotive advertising industry, as highlighted by industry experts. The NFL’s wide viewership across traditional TV platforms and major events like the Super Bowl further solidify its appeal as a prime advertising avenue for automakers.
Despite fluctuations in the advertising market, the overall trend indicates a resurgence in media spend, particularly for streaming and digital platforms. Live sports continue to command a substantial share of ad spends, with the NFL expected to play a central role in driving advertising growth. Automakers have emerged as a dominant presence in the advertising landscape, evident from their high TV ad impressions and expanding sponsorship commitments in conjunction with ad placements.
Leading automakers such as Toyota, Hyundai, and Stellantis are strategically aligning their advertising campaigns with the NFL season to maximize visibility and reach among consumers. Toyota’s latest campaign, “Roll Deep,” signifies the automaker’s concerted efforts to leverage its partnership with the NFL for a season-long campaign across various media channels. Hyundai’s continued sponsorship of NBC’s Sunday Night Football kickoff show underscores the company’s commitment to engaging consumers during live sporting events.
By capitalizing on the NFL season as a prime advertising platform, automakers aim to enhance brand awareness and drive consumer engagement. The partnership with the NFL enables automakers to tap into a diverse and highly engaged fan base, presenting a unique opportunity to reach a vast audience. The strategic placement of ads during NFL broadcasts allows automakers to connect with consumers during key moments when viewership is at its peak, amplifying brand visibility and recall.
As the NFL season unfolds, automakers are poised to leverage the momentum generated by live sports to fuel their advertising campaigns and gain a competitive edge in the market. With a renewed focus on precision targeting and media optimization, automakers are projected to witness continued growth in their ad spend, reflecting a shift towards a more nuanced and strategic approach to marketing in an evolving landscape. The strategic alignment between automakers and the NFL underscores a symbiotic partnership that mutually benefits both parties in driving brand success and audience engagement.