As the National Football League (NFL) season kicks off, automakers are making a significant comeback in the advertising world. Brands such as Toyota, Hyundai, and General Motors are among those seizing the opportunity to capitalize on the NFL and its games as prime advertising platforms in the upcoming months. Toyota, as the “Official Automotive Partner of the NFL,” is leading the charge as the world’s largest automaker embraces football season with a fresh perspective on marketing strategies.
The automotive industry had previously scaled back on advertising and marketing budgets due to low vehicle inventory levels caused by the Covid-19 pandemic and supply chain disruptions. However, as vehicle inventory levels are on the rise and economic conditions show signs of improvement, automakers are redirecting their focus towards live sports, particularly the NFL, to showcase new products and engage with consumers. General Motors, for instance, is planning to increase advertising spend by over $400 million in the second half of the year to promote new vehicle offerings.
The NFL plays a pivotal role in the advertising strategies of automakers, with a substantial portion of their budgets dedicated to NFL promotions. According to media planning and data company Guideline, around 44% of automotive ad spend budgets in national TV during the last NFL season were allocated to NFL advertising. This underscores the importance of the NFL as a platform for automakers to reach a wide audience and promote their vehicles effectively.
The NFL boasts impressive viewership numbers, with regular season games averaging 17.9 million viewers and the Super Bowl drawing an average of 123.7 million viewers. This consistent viewership has contributed to the increased value of NFL media rights deals, driving up NFL team valuations. As a result, the NFL remains a top choice for advertisers looking to connect with a large and engaged audience, despite changes in television viewing habits.
While traditional TV remains a dominant platform for auto ads, there has been a noticeable shift towards digital advertising, especially on streaming services like Peacock. Automakers are expanding their commitments to include sponsorship opportunities alongside ad spots, aiming to maximize their reach and engage with consumers across different channels. This multi-channel approach allows automakers to diversify their advertising strategies and adapt to changing consumer preferences.
Automakers like Toyota and Hyundai are leveraging strategic partnerships with the NFL to create impactful advertising campaigns. Toyota’s “Roll Deep” campaign for the NFL season highlights the brand’s commitment to engaging with football fans through a variety of channels, including linear broadcast, digital, and social media. Hyundai, on the other hand, continues to play a prominent role during NFL broadcasts, ensuring that its brand remains top-of-mind for consumers watching live television.
Looking ahead, automotive ad spend is expected to continue its growth trajectory, with a focus on precision targeting and audience engagement. Brands are investing in innovative marketing strategies to capture the attention of consumers in a competitive market landscape. By aligning with popular sports events like the NFL, automakers can strengthen their brand presence and connect with a diverse audience of passionate sports fans.
Automakers are making a strong comeback in NFL advertising, leveraging the popularity and reach of the league to promote their vehicles and engage with consumers. With strategic partnerships, innovative campaigns, and a multi-channel approach, automakers are poised to make a lasting impact during the NFL season and beyond. As the automotive industry continues to evolve, embracing new advertising trends and technologies will be crucial for brands looking to stay ahead of the competition and drive growth in a dynamic marketing environment.