Advertisers are making a big comeback to National Football League (NFL) season after a slowdown in recent years, with automakers at the forefront of this trend. Companies like Toyota Motor Corporation, Hyundai Motor Company, and Detroit automakers are expected to capitalize on the NFL and its games as main advertising platforms in the upcoming months. In particular, Toyota has entered football season as the “Official Automotive Partner of the NFL,” marking a significant milestone for the world’s largest automaker.
According to industry experts, the automotive industry significantly scaled back advertising and marketing budgets in recent years due to low vehicle inventory levels caused by the Covid-19 pandemic and supply chain disruptions. However, with vehicle inventory levels on the rise and economic conditions improving, automakers are turning to live sports, especially the NFL, to promote new products and engage consumers.
General Motors, for instance, plans to increase advertising spend by over $400 million during the second half of the year to promote new or redesigned vehicles, with a significant portion allocated to NFL advertising. Data from media planning and data company Guideline shows that during the last NFL season, automotive ad spend budgets in national TV accounted for about 44% compared to 31% across all sectors.
The NFL has always been a crucial advertising platform for automakers due to its dominant viewership on traditional TV. Last year’s NFL regular season games averaged 17.9 million viewers, with the Super Bowl drawing 123.7 million average viewers. As a result, the value of NFL media rights deals has surged, driving NFL team valuations to an average of $6.49 billion according to CNBC’s Official 2024 NFL Team Valuations.
Automakers are also expanding their advertising strategies to include sponsorship opportunities alongside ad spots. Brands like Toyota are launching new ad campaigns like “Roll Deep” for the NFL season, leveraging a mix of linear broadcast, digital, paid social, and in-game formats to engage fans. Hyundai will continue its prominent role during NFL broadcasts, including as the presenting sponsor of NBC’s Sunday Night Football kickoff show for the seventh consecutive year.
Overall, the resurgence of advertising during the NFL season signals a positive trend for the industry, with automakers leading the charge to connect with consumers through one of the most-watched sports events in the country. The implications of this renewed focus on advertising could lead to increased brand visibility, product awareness, and ultimately drive sales for automakers in the competitive market.
