In recent years, automakers have been making a significant comeback in advertising during the National Football League (NFL) season. With Toyota Motor Corporation, Hyundai Motor Company, and the Detroit automakers leading the charge, there is a renewed focus on utilizing the NFL as a key advertising platform. This article delves into the reasons behind the resurgence of automaker advertising during NFL games and the strategies they are employing to promote their brands.
The automotive industry faced challenges in recent years as a result of the Covid-19 pandemic and supply chain disruptions, leading to a decrease in advertising and marketing budgets. The low vehicle inventory levels constrained automakers from investing heavily in advertising. However, with vehicle inventory levels rising and economic conditions stabilizing, automakers are now turning to live sports, particularly the NFL, to showcase their new products.
Advertising Strategies
General Motors, for example, plans to increase its advertising spend by over $400 million in the second half of the year to promote new and redesigned vehicles. Automakers view the NFL as a crucial component of their advertising strategy, with a significant percentage of automotive ad spend being allocated to NFL games. Companies like Toyota have even secured partnerships to become the “Official Automotive Partner of the NFL,” a move that signals a deep commitment to leveraging the NFL platform for advertising.
Viewership and Value
The NFL remains a powerhouse in terms of viewership, with regular season games attracting millions of viewers and the Super Bowl drawing staggering numbers. This consistent viewership has led to a surge in the value of NFL media rights deals, as well as an increase in NFL team valuations. The advertising market, especially in the streaming and digital space, has shown signs of recovery this year. Investments in live sports, including the NFL, continue to be a top priority for advertisers seeking to reach a broad and engaged audience.
Automakers have established a strong presence during NFL broadcasts, with companies like Toyota and Hyundai taking center stage as key sponsors. Brands are not only focusing on ad spots but also exploring sponsorship opportunities to further enhance their visibility and engagement with viewers. With advertising efforts expanding across traditional TV and streaming platforms, automakers are maximizing their exposure during NFL games to connect with consumers in a meaningful way.
Looking ahead, automakers are gearing up for a successful NFL season, with plans to launch new ad campaigns and leverage their partnerships with the league. Toyota’s “Roll Deep” campaign and Hyundai’s continued role as a presenting sponsor on NBC’s Sunday Night Football kickoff show highlight the ongoing commitment of automakers to NFL advertising. These partnerships provide automakers with a platform to engage with millions of dedicated NFL fans and drive brand awareness through innovative marketing initiatives.
Automakers are seizing the opportunity to capitalize on NFL advertising to promote their brands and connect with consumers on a large scale. By investing in strategic partnerships, engaging ad campaigns, and sponsorships, automakers are leveraging the popularity of the NFL to boost their visibility and drive sales. As the NFL season kicks into high gear, automakers are positioning themselves to make a lasting impression on viewers and establish a strong presence in the competitive automotive market.