The Super Bowl used to be car commercial central. Now? It's practically a ghost town. Only General Motors (GM), Toyota Motor (TM), and Volkswagen (VWAGY) are planning to show up for Super Bowl 60, which tells you pretty much everything about the state of the auto industry right now.
Here's the stunning part: back in 2012, automakers bought up 40% of all Super Bowl advertising minutes. By 2025, that number has cratered to just 7%, according to ad tracking firm iSpot. That's not a pullback—that's a full retreat.
Why Car Companies Are Tightening Their Belts
The explanation is straightforward but not particularly cheerful. The auto industry is dealing with a messy combination of sales uncertainty, tariff headaches, and regulatory pressure, according to CNBC. "It's definitely been on the decline," Sean Muller, CEO of iSpot, explained. "Autos are tightening their belts, and they're probably pulling back on their budgets."
The automotive sector hasn't fully recovered from pandemic-era disruptions. Supply chain problems persist, and companies are still absorbing the financial hit from tariffs and the expensive pivot toward electric vehicles. When you're managing all that, an $8 million price tag for 30 seconds of airtime starts looking pretty hard to justify.
The Money Hasn't Disappeared—It's Just Going Elsewhere
Before you assume automakers have abandoned advertising altogether, think again. They're just being smarter about where they spend. "They're not cutting back in live sports," Muller noted, pointing out that car companies now represent roughly 60% of live sports advertising spending. The difference? Year-round visibility instead of one expensive Sunday in February.
Tim Mahoney, a veteran automotive marketing executive, put it plainly: "Super Bowl is just a massive platform, but it has gotten so expensive." Companies are exploring streaming platforms, regional campaigns, and digital strategies that offer more flexibility and arguably better targeting.
Spreading the Budget Over Twelve Months
The cost factor can't be ignored. When a single 30-second Super Bowl spot averages $8 million, you're making a significant bet on one moment. Stellantis Chief Marketing Officer Olivier Francois captured the new thinking: "We are going to really spread our efforts, so money and creativity, over a year."
Other major players are following suit. Nissan is leaning into social media with creative campaigns, while Honda is putting money behind Olympic sponsorships. It's a fundamental shift in strategy—less about the big splash, more about sustained engagement throughout the year.
