The National Football League season has once again become a goldmine for automakers as they rush back into advertising after a recent slowdown. Prominent companies like Toyota Motor Corporation, Hyundai Motor Company, and the Detroit automakers are seizing the opportunity to capitalize on the NFL and its games as their primary advertising platforms in the upcoming months. Toyota, in particular, is making a grand entrance into football season as the “Official Automotive Partner of the NFL,” marking a significant milestone for the world’s largest automaker.
Due to the automotive industry’s recent struggles with vehicle inventory shortages caused by the Covid-19 pandemic and supply chain disruptions, automakers significantly reduced their advertising and marketing budgets in recent years. However, with the gradual improvement in vehicle inventory levels amidst economic fears and rising interest rates, automakers are turning to live sports, especially the NFL, to promote their new products. General Motors, for example, plans to boost its advertising spend by over $400 million in the latter half of the year compared to the first six months, focusing on promoting new or redesigned vehicles.
The NFL has become a crucial component of automakers’ advertising strategies. Last year alone, about 44% of automotive ad spend budgets in national TV were allocated to the NFL, highlighting the league’s influence on the automotive advertising industry. With its dominance in traditional TV viewership and significant events like the Super Bowl drawing millions of viewers, the NFL continues to be an attractive platform for automakers looking to reach a vast audience.
The consistent viewership of NFL games has not only sustained the league’s media rights deals but has also driven the valuations of NFL teams to record highs. The advertising market, particularly in streaming and digital platforms, has displayed signs of recovery this year, with live sports continuing to command significant ad spends. As the return of the NFL season spurs anticipation for a robust second half of the year, automakers are positioning themselves to capitalize on the league’s reach and engagement levels.
Automakers emerged as the most-seen brand industry during the last NFL season, with over 10% of TV ad impressions. Companies like Disney, which broadcasts “Monday Night Football” on its TV networks and streaming services, have witnessed consistent growth in automakers’ ad spending over the past few years. Brands are now exploring sponsorship opportunities alongside traditional ad spots as they aim to enhance their visibility during NFL broadcasts.
Leading automakers like Toyota and Hyundai have strategically aligned themselves with the NFL to launch new ad campaigns and comprehensive marketing strategies for the upcoming season. Toyota’s partnership as the “Official Automotive Partner of the NFL” underscores the brand’s commitment to reaching a diverse and engaged fan base through various channels. Hyundai, on the other hand, continues its prominent role during NFL broadcasts, leveraging opportunities like being the presenting sponsor of NBC’s Sunday Night Football kickoff show for the seventh consecutive year.
As automakers gear up for the NFL season with innovative campaigns and engaging content, the league’s unparalleled reach and viewership present a wealth of opportunities for brands to connect with consumers on a massive scale. The evolving landscape of advertising in the digital age, coupled with the enduring popularity of live sports, sets the stage for automakers to make a lasting impact through strategic partnerships, creative storytelling, and targeted ad placements. Embracing the power of the NFL as a key advertising platform, automakers are poised to drive engagement, brand awareness, and ultimately, sales in the competitive automotive market.
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