Auto Brands Shift Super Bowl Ad Spending to Sports and Streaming

Automakers scale back big-budget Super Bowl commercials as marketing budgets tighten

Published on Feb. 7, 2026

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The Super Bowl, once a prime showcase for the automotive industry, is seeing a decline in automaker participation as brands re-evaluate the return on investment of the high-priced ad slots. Automakers are instead shifting marketing dollars towards live sports, streaming platforms, and year-round regional campaigns that offer more targeted reach and flexibility.

Why it matters

The pullback of automakers from Super Bowl advertising reflects broader industry uncertainties around sales, tariffs, and regulations, as well as a recognition that the $8 million price tag for a 30-second spot may not deliver sufficient returns. This shift signals a broader evolution in automotive marketing strategies as brands seek more cost-effective and measurable ways to connect with consumers.

The details

While automakers accounted for 40% of Super Bowl ad minutes in 2012, that figure has dropped to just 7% by 2025. This year, only three automakers are expected to advertise during the game, totaling roughly two minutes of airtime. Brands like Stellantis are opting for year-round marketing efforts, including social media campaigns, rather than a concentrated Super Bowl push. Automakers are instead increasing spending on live sports, which now represent roughly 60% of their ad budgets, as well as streaming services and regional advertising.

  • In 2012, automakers accounted for 40% of Super Bowl ad minutes.
  • By 2025, automaker ad minutes during the Super Bowl had dropped to just 7%.
  • In 2026, only three automakers are expected to advertise during the Super Bowl.

The players

Stellantis

An automotive manufacturing company currently undergoing a turnaround, opting for a year-round marketing effort instead of a concentrated Super Bowl push.

Nissan

An automaker that has released a comedic social media ad promoting a chips-and-dip holder for its Rogue SUV, a strategy costing less than a traditional Super Bowl spot.

Honda

An automaker that is sponsoring U.S. Olympic and Paralympic teams for both the Winter Games in Milan and the 2028 Summer Games in Los Angeles, recognizing the broader reach and storytelling opportunities the Olympics provide.

Volkswagen

An automaker that is resurrecting its popular 1990s 'Drivers Wanted' campaign, set to House of Pain's 'Jump Around,' as part of a marketing drive called 'The Great Invitation: Drivers Wanted.'

General Motors

An automaker that is using the Super Bowl to launch its Cadillac F1 team, revealing the livery of its first car to a national audience.

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What they’re saying

“The Super Bowl is becoming a 'barometer' for tightening marketing budgets.”

— Sean Muller, CEO of ad data company iSpot

What’s next

NBCUniversal is capitalizing on the convergence of major sporting events, coining February 'Legendary February' with coverage of the Super Bowl, the Olympics, and the NBA All-Star weekend. This bundled approach offers advertisers a broader platform to reach audiences across multiple touchpoints.

The takeaway

The high cost of Super Bowl ads, coupled with industry uncertainties, is leading automakers to diversify their marketing spend, investing more in live sports, streaming services, regional advertising, and year-round marketing campaigns that offer better value and more targeted reach.