In recent years, automakers had taken a step back from advertising during the National Football League season due to various reasons such as low vehicle inventory levels, the Covid-19 pandemic, and supply chain problems. However, there seems to be a shift in this trend as Toyota Motor Corporation, Hyundai Motor Company, and the Detroit automakers are now expected to capitalize on the NFL and its games as main advertising platforms in the coming months.
The automotive industry significantly reduced advertising and marketing budgets in recent years due to the lack of vehicles to sell. However, with vehicle inventory levels on the rise, automakers are turning to live sports, especially the NFL, to promote new products. General Motors, for example, plans to increase advertising spend by over $400 million during the second half of the year to promote new or redesigned vehicles.
The NFL is a crucial piece of the advertising strategy for automakers. Last year, about 44% of the automotive ad spend budgets in national TV were for the NFL, compared to 31% across all sectors. The NFL’s dominance in viewership on traditional TV makes it an attractive platform for automakers to showcase their products.
Changing Landscape of Advertising
The advertising market overall has shown signs of a rebound this year, especially for streaming and digital players. Live sports still attract significant ad spends, and the return of the NFL is expected to further boost advertising investments. Automakers have also been expanding their commitments to include sponsorship opportunities alongside ad spots to maximize their reach and impact.
Automakers have been implementing innovative marketing strategies to engage with customers during the NFL season. Toyota, as the “Official Automotive Partner of the NFL,” launched a new ad campaign called “Roll Deep,” showcasing its presence during NFL games. Hyundai, on the other hand, continues to be a presenting sponsor of NBC’s Sunday Night Football kickoff show for the seventh consecutive year.
Automakers like Toyota and Hyundai have formed strategic partnerships with the NFL to reach a diverse and engaged fan base. These partnerships provide automakers with access to millions of viewers during NFL games, allowing them to maximize their media spend and brand exposure. Such collaborations have proven to be mutually beneficial for both the automakers and the NFL.
As the NFL season kicks off, automakers are gearing up to make the most of this advertising opportunity. With increasing viewership of NFL broadcasts and a growing interest in live sports, automakers are expected to continue investing in advertising during the NFL season to engage with consumers and drive sales. The resurgence of automaker advertising in the NFL season signifies a positive shift in the industry and highlights the importance of aligning marketing strategies with popular sporting events.