The car brands have pumped the brakes on the advertisements of the Super Bowl
People plan to connect to Super Bowl 59 are not likely to see many advertisements from an industry that exceeds once all the others on advertising during the big game: the automobile.
Ford, Audi, Honda, Hyundai and General Motors came out. The same goes for Kia, BMW, Toyota and Volkswagen – four car manufacturers who ran a place in the Super Bowl last year.
With less than two weeks to go, only the brands of brothers and sisters belonging to Stellantis Announced plans Release a television advertisement during the match broadcast between the Chiefs of Kansas City and the Eagles of Philadelphia on February 9 in New Orleans.
The narrowing number of car and truck ads in the Super Bowl is a growing trend. In 2014, the AUTO category represented more than a third of all the advertisements of the Super Bowl, according to the television company for measuring ads and analysis ISPOT.TV. A decade later, industry only represented 8%.
Other categories have helped to fill the void.
Wireless suppliers, such as Verizon and T-Mobile, extended their presence of 5% of all Super Bowl advertisements in 2014 to 12% in 2024.
The entertainment category, which includes advertisements for future films as well as advertisements for streaming services, such as Netflix and Disney +, increased its share from 0% to 10% during the same period.
What’s behind the decline?
Some of the most memorable advertisements in Super Bowl come from car manufacturers. The theme of Star Wars of Volkswagen in 2011 “Force”, “ For example. Hyundai’s 2020 “Smaht Pahk”, “ Starting the natives of the Boston region, John Krasinski, Rachel Dratch and Chris Evans, also won the brand of new fans.
The high cost of payment $ 7 million for 30 -second advertising Aside, car manufacturers have other reasons to sit on the key.
In recent years, industry has invested billions of dollars in manufacturing and marketing electric vehicles. The adoption of consumers was however slow.
At the same time, President Trump’s intention to eliminate subsidies and other policies that promote electric vehicles have left many car manufacturers on fragile land. The possibility of prices on imports and materials only complicates the situation.
“Do not forget: that $ 7 million is only the cost of the advertising space itself,” said Daniel Konstantinovic, analyst of the market company Emarketer. “The production of Super Bowl ads often costs millions of others, making it an easy place to save money because these automotive brands assess their message during a new era for the industry.”
In a broader sense, the automotive industry is also moving away from advertising on traditional media, such as radio, newspapers and linear television.
Although Emarketer plans that the advertising expenses in the United States Automobiles reach $ 31.8 billion this year, compared to $ 29.5 billion in 2024, investment in long-standing media will continue to decrease. The research firm estimates that American advertising expenses for traditional media will fall to $ 6.9 billion in 2026, down almost 18% compared to 2022. Automobile companies will spend more on digital channels this year, but Even it slows down.
