As the 2026 Super Bowl approaches, a significant trend has emerged: major automakers are opting out of advertising during one of the most watched events in American television. With growing uncertainty within the U.S. automotive sector, only a handful of car manufacturers will take to the airwaves to promote their vehicles during Super Bowl 60, scheduled between the Seattle Seahawks and the New England Patriots.
A Shift in Advertising Landscape
Historically, the automotive industry has been a dominant force in Super Bowl advertising. In 2012, automakers accounted for a staggering 40% of the total advertising minutes during the event. However, this figure plummeted to a mere 7% by 2025, according to data from iSpot, an advertising analytics firm.
"Automakers are tightening their belts and pulling back on their budgets, and that’s certainly reflected in their advertising choices," remarked Sean Muller, CEO of iSpot. The trend of diminishing automotive ad minutes mirrors broader challenges within the industry, including fluctuating sales, rising tariffs, and evolving regulations.
Who Will Advertise?
Only General Motors, Toyota Motor, and Volkswagen are expected to clock in ads during the Super Bowl this year. These three companies are poised to contribute roughly two minutes of advertising combined. This marks a stark contrast to previous years when multiple companies presented elaborate campaigns.
In 2025, Stellantis, the parent corporation of Chrysler, was the sole automaker to advertise, deploying two ads spanning three minutes. The reduction in automotive spots suggests a transformation in marketing strategy among automotive brands, spurred by mounting economic pressures.
High Costs and Competing Priorities
One factor deterring many automakers from joining in on Super Bowl advertising is the prohibitive cost—an average of $8 million for a 30-second ad slot. Executives have begun to reconsider where their advertising dollars are allocated, favoring alternative methods that promise sustainability and creativity throughout the entire year.
Stellantis Chief Marketing Officer Olivier Francois noted, “We are going to really spread our efforts, so money and creativity, over a year,” signaling a shift from short-term, high-cost payments to more balanced long-term strategies.
Other brands, like Nissan, are eschewing traditional television advertising for creative, cost-effective social media campaigns. Following this model, Nissan intends to focus on engaging online audiences, offering humorous content that aligns with consumer behaviors.
The Rise of Alternate Platforms
The change in how automotive brands approach advertising doesn't imply a decrease in overall marketing spend on live sports. Instead, many companies are reallocating their budgets to target viewers more effectively through live sports programming on streaming platforms and regional channels. "Automakers now represent roughly 60% of spending on live sports,” Muller elaborated.
Additionally, automakers are exploring opportunities outside of the Super Bowl. For example, Honda is channeling significant resources into sponsorship of the upcoming 2026 Winter Olympics and the 2028 Summer Games in Los Angeles. This pivot allows brands to showcase multiple angles of storytelling, as opposed to the limited window of opportunity provided during the Super Bowl.
Focusing on Unique Narratives
Looking ahead to the upcoming game, GM remains a wild card. While General Motors has yet to reveal its ad, it plans to introduce its Cadillac Formula 1 team during the Super Bowl, marking a significant milestone for the auto manufacturer.
Toyota, in contrast, is promoting family-centric themes with two planned ads. One ad, titled "Superhero Belt," features a heartwarming narrative between a grandfather and grandson, while the other showcases athletes revisiting their childhood selves.
Meanwhile, Volkswagen is leveraging nostalgia with its "Great Invitation: Drivers Wanted" campaign, representing a revival of its popular 1990s slogan accompanied by a fresh music score.
Conclusion
As automotive manufacturers continue to navigate uncertainty in the market, the decline in Super Bowl advertising participation marks a noteworthy shift in strategy. Increased costs, evolving consumer expectations, and the burgeoning priority of digital and streaming platforms are influencing how automakers communicate and connect with audiences. With the Super Bowl’s imminent air date, it will be intriguing to see how these strategies play out amid ongoing market pressures.
For further updates on the automotive industry and advertising trends, stay tuned to CNBC.