The automotive industry has seen a resurgence in advertising spending during the National Football League (NFL) season, with major automakers like Toyota Motor Corporation and Hyundai Motor Company taking advantage of the opportunity to promote their products. The pandemic-induced slowdown in recent years led to a decrease in advertising budgets due to low vehicle inventory levels. However, with the rise in vehicle inventory levels and economic recovery, automakers are once again turning to live sports, particularly the NFL, to showcase their new products.
The NFL has become a crucial platform for automakers when it comes to advertising their products. Last year, a significant portion of automotive ad spend budgets in national TV were dedicated to the NFL, highlighting the importance of the football league in the marketing strategies of automakers. The high viewership of NFL games on traditional TV, coupled with events like the Super Bowl drawing millions of viewers, has made the NFL an attractive advertising platform for automakers looking to reach a broad audience.
The consistent viewership of the NFL has not only benefited automakers but also contributed to the surge in the value of media rights deals associated with the league. As a result, NFL team valuations have increased significantly, with teams now being worth billions of dollars on average. The growing value of media rights deals indicates the continued relevance and popularity of the NFL as a prime advertising platform for brands across various industries.
The advertising market, overall, has shown signs of a rebound this year, particularly for streaming and digital players. Live sports continue to attract significant ad spends, reflecting the ongoing importance of sports programming in the advertising industry. Automakers, in particular, have significantly increased their ad spending during NFL games, with some brands seeing substantial growth in their advertising investments over the past few years.
Automakers like Toyota and Hyundai are implementing innovative advertising strategies to capitalize on the NFL season. Toyota, as the “Official Automotive Partner of the NFL,” has launched a new ad campaign called “Roll Deep,” kicking off a season-long schedule of content across various platforms. Hyundai, on the other hand, will continue to play a prominent role during NFL broadcasts, emphasizing the importance of catching consumers’ attention during live television events.
Brands like Toyota and Hyundai have forged strategic partnerships and sponsorships with the NFL to increase their brand visibility and reach a diverse and engaged audience. These partnerships provide automakers with unique opportunities to connect with millions of fans and showcase their products in a compelling and relevant context. As automakers continue to invest in advertising during the NFL season, the competition for consumer attention is expected to intensify, driving innovation and creativity in marketing strategies.
The resurgence in advertising spending by automakers during the NFL season reflects the industry’s confidence in leveraging live sports to reach a wide audience and promote their products. With strategic partnerships, creative campaigns, and a focus on engaging consumers during key moments, automakers are poised to make a significant impact on the advertising landscape during football season.