As the National Football League (NFL) season kicks off, automakers are diving back into advertising during football games after a lull in recent years. Companies like Toyota Motor Corporation, Hyundai Motor Company, and the Detroit automakers are gearing up to utilize the NFL as a primary advertising platform in the upcoming months. Toyota, in particular, has secured the title of the “Official Automotive Partner of the NFL,” marking a significant milestone for the world’s largest automaker. According to Ryan Briganti, head of ad sales at Paramount’s CBS Sports, automakers are slowly reviving their advertising budgets and are once again showcasing their vehicles across various channels.
Shift in Advertising Trends
In the past few years, the automotive industry scaled back its advertising and marketing expenditures due to limited vehicle inventory resulting from the COVID-19 pandemic and supply chain disruptions. However, with growing vehicle inventory levels, despite economic uncertainties and high-interest rates, automakers are turning to high-profile live sports events like the NFL to promote their latest products. General Motors, for instance, plans to boost its advertising spend by over $400 million in the second half of the year compared to the first six months as part of an effort to highlight new and redesigned vehicles. Automakers recognize the importance of the NFL in their advertising campaigns, with approximately 44% of automotive ad spends on national TV allocated to the NFL during last year’s season. This demonstrates the significant impact of NFL advertising in the automotive sector and its influence on consumer engagement.
Value of NFL Advertising
The NFL holds a crucial position in automakers’ marketing strategies, given the league’s dominance in traditional TV viewership. With regular-season games averaging 17.9 million viewers and the Super Bowl drawing an average of 123.7 million viewers, the NFL remains a powerhouse in attracting audiences. This sustained viewership, despite shifts in the TV landscape, has contributed to the exponential growth of media rights deals for the NFL, consequently boosting team valuations. Automakers recognize the value of aligning their brands with the NFL, which not only enhances visibility but also ensures extensive reach among diverse and engaged demographics.
The overall advertising market has shown signs of recovery this year, especially with the resurgence of streaming and digital platforms. Live sports, including NFL broadcasts, continue to command substantial ad spends, underlining their enduring appeal to advertisers. Media planning and data company, Guideline, reported a considerable growth in ad spend for NFL programming, highlighting the league’s significance in driving advertising investments. Automakers have emerged as prominent advertisers during NFL broadcasts, with substantial year-over-year growth in ad spend as they seek to optimize their marketing strategies in a competitive market landscape.
Partnership and Brand Promotion
Automakers like Toyota and Hyundai have embraced strategic partnerships with the NFL to amplify their brand presence and engage with millions of dedicated football fans. Toyota’s “Roll Deep” campaign, launched as part of its official automotive sponsorship of the NFL, signifies a deep commitment to leveraging the league’s expansive reach. Hyundai, on the other hand, continues its longstanding association with the NFL, including as the presenting sponsor of NBC’s Sunday Night Football kickoff show. These collaborations showcase automakers’ dedication to connecting with consumers during live sporting events and maximizing the impact of their advertising initiatives.
As automakers gear up for the NFL season, the landscape of advertising in the automotive industry is poised for dynamic shifts and innovative campaigns. With a renewed focus on engaging audiences through strategic partnerships and targeted marketing efforts, automakers are set to make a lasting impact during the NFL season. By leveraging the unparalleled viewership of the NFL and embracing the evolving trends in advertising, automakers are shaping a new era of brand promotion and consumer engagement in the competitive market environment.