Automakers are largely skipping Super Bowl 2026 ads, with only GM, Toyota, and Volkswagen participating, as rising costs, EV uncertainty, and shifting digital marketing strategies reshape how car brands spend billions.
By MediaBites | Business & Tech Desk
The Super Bowl has long been a prime stage for flashy car commercials, but in 2026, the auto industry is largely sitting on the sidelines.
Only three automakers, General Motors, Toyota, and Volkswagen, are expected to advertise during Super Bowl 60 between the Seattle Seahawks and the New England Patriots, highlighting growing caution across the sector.
From dominance to retreat
Automotive brands once dominated America’s biggest advertising night. In 2012, they accounted for nearly 40% of Super Bowl ad minutes. By 2025, that share plunged to just 7%, according to advertising analytics firm iSpot.
Executives say the pullback reflects deeper uncertainty: slowing sales growth, tariffs, regulatory pressure, and massive investments — and losses — tied to electric vehicles.
Industry analysts note the Super Bowl has become a barometer of confidence. With a 30-second commercial now costing around $8 million, many companies believe the money is better spent elsewhere.
Marketing strategies shifting
Rather than one expensive national moment, automakers are spreading budgets across digital platforms, regional campaigns, and live sports partnerships.
Stellantis, last year’s lone Super Bowl auto advertiser, is focusing on long-term campaigns and social media marketing.
Nissan launched an online “Big Game” promotional campaign instead of buying TV airtime.
Honda is investing heavily in Olympic sponsorships instead of the football spectacle.
Industry data shows automakers now spend roughly 60% of their advertising budgets on live sports overall, but increasingly through targeted placements rather than a single blockbuster commercial.
What will appear during the game?
The few remaining advertisers are using the stage strategically:
- GM will introduce its Cadillac Formula One project.
- Toyota will air emotional family-focused commercials.
- Volkswagen will revive its classic “Drivers Wanted” style campaign for younger audiences.
Bigger picture
The shrinking presence of car ads reflects a broader shift in the auto industry — cautious spending, uncertain EV returns, and a move toward digital-first marketing.
The Super Bowl may still be America’s biggest advertising event, but for automakers in 2026, restraint — not spectacle — is the message.
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