After a slowdown in recent years, automakers are ramping up their ad spending during the NFL season. Brands like Toyota, Hyundai, and Detroit automakers are leveraging the NFL’s massive viewership as a key platform for advertising. Toyota, in particular, is taking a new role as the “Official Automotive Partner of the NFL,” marking a significant move for the company.
Ryan Briganti, head of ad sales at CBS Sports, highlighted the resurgence of auto advertising across CBS and Paramount+, especially in live sports. The automotive industry had previously pulled back marketing efforts due to supply chain disruptions during the pandemic, which left many automakers with low vehicle inventories. However, as inventory levels grow and economic concerns persist, automakers are turning to NFL games to promote new products and boost visibility.
General Motors plans to significantly increase its ad spend in the latter half of the year, promoting redesigned vehicles, although it remains below pre-pandemic levels. Last year, automotive brands allocated 44% of their national TV ad budgets to the NFL season, a testament to the league’s marketing power. NFL games averaged 17.9 million viewers per regular season game last year, and the Super Bowl attracted an astounding 123.7 million viewers.
Disney’s ESPN and NBC’s Peacock are also seeing increased auto ad spending, with brands like Hyundai, Mercedes-Benz, and Nissan becoming regular fixtures in NFL programming. Toyota recently launched a campaign called “Roll Deep” for the NFL season, showcasing new ads across multiple platforms, including social media and in-game content. The automaker emphasized the importance of reaching a diverse audience through NFL broadcasts, which engage roughly 218 million people—72% of the U.S. population.
The NFL’s consistent viewership, despite cord-cutting trends, continues to be a critical driver of the league’s media rights deals and team valuations. As automakers seek to reach broader audiences with targeted campaigns, live sports, particularly the NFL, have become a crucial platform for maximizing their ad spending.
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