Core Insights - Automakers are reducing their advertising presence during the Super Bowl due to uncertainties in the U.S. automotive industry, including sales and regulations [1][2] - The percentage of Super Bowl ad minutes occupied by automakers has significantly decreased from 40% in 2012 to just 7% by 2025 [2] Advertising Trends - The average cost for a 30-second Super Bowl ad is approximately $8 million, leading many automakers to allocate their advertising budgets elsewhere [5] - Automakers are increasingly focusing on live sports advertising, representing about 60% of their spending in this area, while shifting away from national advertising [4] Company Strategies - Stellantis plans to spread its marketing efforts throughout the year rather than concentrating on the Super Bowl, focusing on the 250th anniversary of the U.S. and a social media campaign for Jeep [5] - Nissan is experimenting with social media advertising instead of traditional Super Bowl ads, promoting a fictional product related to its Nissan Rogue SUV [6][7] - Honda is prioritizing Olympic sponsorships over Super Bowl advertising, aiming to leverage the broader storytelling opportunities presented by the Olympics [8][9] Upcoming Super Bowl Ads - General Motors is expected to use the Super Bowl to launch its Cadillac F1 team, although it has not prereleased its ad [10] - Toyota plans to air two 30-second ads focused on family connections during the Super Bowl [10][11] - Volkswagen is reviving a well-known 1990s campaign for a new generation, featuring a 30-second Super Bowl spot with its vehicles [11]
Automakers largely sit out 2026 Super Bowl advertising amid industry uncertainty