Automakers Return to the NFL Advertising Stage: A Major Play for Brand Exposure

As the NFL season kicks off, automakers are once again stepping into the advertising spotlight, reclaiming their presence in one of the biggest marketing arenas. After a period of reduced spending during the pandemic and amid supply chain issues, car companies are ready to make a strong comeback on NFL broadcasts, leveraging the league’s massive viewership to drive brand visibility and reconnect with consumers.

Why the NFL Matters for Automakers

The NFL remains one of the most-watched television events in the United States, drawing millions of viewers each week. For automakers, the NFL presents a golden opportunity to reach a diverse and expansive audience, many of whom are potential car buyers. With an estimated 100 million viewers tuning into the Super Bowl alone, the NFL’s audience is unparalleled in terms of scale and influence.

Beyond its massive reach, NFL advertising allows automakers to connect with consumers at an emotional level. Football fandom is passionate, and automakers can use that enthusiasm to associate their brands with the excitement and community spirit that comes with cheering for a favorite team.

The Post-Pandemic Advertising Comeback

During the pandemic, many automakers scaled back their advertising efforts due to supply chain disruptions, chip shortages, and production delays that made it difficult to meet consumer demand. Advertising during the NFL season—known for its premium ad slots—was seen as a costly investment when inventory was low.

However, as supply chains begin to stabilize and production ramps up, automakers are once again turning to the NFL to help rebuild brand loyalty and generate excitement around new models, especially electric vehicles (EVs). The return to NFL advertising signals a shift back to normalcy for the industry, as companies are now able to promote their vehicles with confidence that they can meet the resulting demand.

 

A Focus on Electric Vehicles

This season, much of the advertising focus will be on electric vehicles, as automakers like Ford, General Motors, Tesla, and Rivian push to establish themselves as leaders in the EV market. With increasing consumer interest in environmentally friendly cars and government initiatives supporting electric infrastructure, automakers see the NFL as a prime venue to showcase their latest EV offerings.

Expect to see a wave of ads highlighting the performance, range, and eco-friendly benefits of electric trucks and SUVs, which are designed to appeal to the NFL’s core audience. Automakers know that football fans—many of whom value power, reliability, and innovation—are the perfect target for these new electric models.

Brand Competition Heats Up

The return of automakers to NFL advertising also means renewed competition among brands. With limited ad space and high costs, automakers must carefully craft messages that resonate with viewers while differentiating their vehicles from the competition.

Automakers like Ford, Toyota, and Chevrolet, who have long-standing relationships with NFL advertising, are likely to continue their strategies of positioning themselves as dependable, all-American brands. Meanwhile, newer players like Tesla and Rivian will be aiming to disrupt the traditional narrative by promoting cutting-edge technology and sustainability.

 The Power of Halftime and Super Bowl Commercials

While automakers will be visible throughout the NFL season, the real showdown comes during the Super Bowl, where 30-second ad spots can cost upwards of $7 million. For automakers, this is the ultimate opportunity to make a lasting impression, as millions of viewers tune in not only for the game but also for the commercials.

Historically, Super Bowl ads from automakers have been some of the most memorable, combining humor, storytelling, and celebrity endorsements to capture viewers’ attention. With many companies now focusing on their electric lineups, we can expect this year’s Super Bowl ads to emphasize the future of transportation, with a blend of innovation and entertainment.

 Conclusion: A Major Play in Marketing Strategy

The return of automakers to NFL advertising represents a pivotal moment for both industries. As automakers seek to regain momentum post-pandemic, the NFL provides an unrivaled platform to engage with millions of consumers, promote new vehicle launches, and build brand loyalty.

From promoting electric vehicles to reclaiming their position in the advertising world, automakers are ready to make big plays in the NFL’s advertising arena, reminding consumers that they are back in the driver’s seat for the future of transportation.