The National Football League (NFL) season has always been a prime advertising platform, and automakers are starting to realize the potential once again. After a slowdown in recent years due to various factors, major automakers like Toyota Motor Corporation, Hyundai Motor Company, and the Detroit automakers are all looking to capitalize on the NFL and its games as main advertising platforms in the coming months. The automotive industry significantly pulled back advertising and marketing budgets in recent years due to vehicle inventory shortages caused by the Covid-19 pandemic and supply chain challenges. However, with growing inventory levels and economic recovery, automakers are turning to live sports, especially the NFL, to help promote new products.
According to media planning and data company Guideline, during the last NFL season from September to February, about 44% of the automotive ad spend budgets in national TV were for the NFL. This shows the significant impact of the NFL on the automotive advertising industry. The NFL games dominate viewership on traditional TV, with last year’s NFL regular season games averaging 17.9 million viewers and the Super Bowl drawing 123.7 million average viewers. The consistent viewership of the NFL has led to a surge in the value of its media rights deals, further driving NFL team valuations.
The advertising market overall has shown signs of a rebound this year, with streaming and digital players experiencing significant growth. Live sports, especially NFL games, still fetch the most significant ad spends, indicating the importance of sports in advertising strategies. Automotive ad spends have increased by 17% over the past two seasons, according to Guideline, and are expected to increase further this year as automakers look to be more precise with their media spend in a complex U.S. market.
Major automakers like Toyota and Hyundai are making strategic moves during the NFL season to promote their brands. Toyota, as the “Official Automotive Partner of the NFL,” has launched a new ad campaign called “Roll Deep” for the NFL season, indicating the importance of the partnership. Hyundai, on the other hand, continues to have a prominent role during NFL broadcasts, including as the presenting sponsor of NBC’s Sunday Night Football kickoff show for the seventh consecutive year. Both automakers are looking to catch consumers’ attention during live television broadcasts, especially during sporting events like NFL games.
Automakers are not only increasing their ad spends but also looking for strategic partnerships to maximize their reach. Toyota’s decision to become the official automotive sponsor of the NFL highlights the importance of reaching diverse and engaged fans of the sport. Hyundai, on the other hand, is focusing on strategic spending plans to ensure maximum visibility during NFL broadcasts. As automakers gear up for the NFL season, it will be interesting to see how their advertising strategies evolve and how they leverage the popularity of the NFL to promote their brands.
Automakers are increasing their advertising spends for the NFL season, recognizing the potential of reaching a wide and engaged audience through sports. The impact of NFL advertising on the automotive industry is significant, prompting automakers to invest more in promoting their products during NFL games. With strategic partnerships and targeted marketing strategies, automakers are looking to capitalize on the NFL season to boost brand visibility and drive sales. As the NFL season kicks off, all eyes will be on how automakers leverage this advertising opportunity to maximum advantage.