The NFL continues to dominate viewership on traditional TV, with an average of 17.9 million viewers for last year's regular season games and 123.7 million viewers for the Super Bowl. Despite customers leaving pay TV bundles, the NFL's consistent viewership has driven a surge in the value of its media rights deals and team valuations.
After pulling back advertising and marketing budgets in recent years due to low vehicle inventory, automakers are now capitalizing on the NFL as a major advertising platform.
Toyota has launched a new ad campaign called "Roll Deep" as the "Official Automotive Partner of the NFL," kicking off a "season-long schedule of content across linear broadcast, digital, paid social and in-game formats."
Several automakers have formed partnerships and sponsorships around NFL broadcasts and events, including:
Automakers are increasing their NFL ad spend for several reasons:
The advertising market has shown signs of a rebound this year, particularly for streaming and digital players, with live sports still fetching the most significant ad spends.
Automakers are taking a strategic approach to their NFL advertising campaigns, considering factors such as:
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