Automakers Return to NFL Advertising

After a slowdown in recent years, automakers are rushing back to advertising during the National Football League (NFL) season. The automotive industry had significantly pulled back on advertising and marketing budgets due to low vehicle inventory levels caused by the Covid-19 pandemic and supply chain issues. However, with vehicle inventory levels increasing, automakers are turning to live sports, particularly the NFL, to promote new products.

Toyota has entered the football season as the "Official Automotive Partner of the NFL," marking a significant move for the world's largest automaker.

Hyundai Motor Company, General Motors, and other automakers are also expected to capitalize on the NFL's massive viewership.

Toyota's "Roll Deep" NFL Campaign

Toyota has launched a new ad campaign for the NFL season called "Roll Deep." The campaign includes an anthem spot and a prominent role in the NFL's first game of the season.

The "Roll Deep" campaign will be seen across linear broadcast, digital, paid social, and in-game formats.

Toyota chose to become the official automotive sponsor of the NFL after reviewing its marketing and advertising spending. The automaker believes that the NFL's large and diverse fan base provides the best value for its media spend.

NFL: A Key Advertising Platform

The NFL is a crucial platform for automotive advertising. During the 2023 NFL season, about 44% of automotive ad spend budgets in national TV were allocated to NFL programming. The NFL's consistently high viewership has also led to a surge in the value of its media rights deals.

The NFL's regular season games averaged 17.9 million viewers last year, while the Super Bowl drew 123.7 million average viewers.

NFL teams are now worth an average of $6.49 billion.

Advertising Spend on the Rise

The advertising market has shown signs of a rebound this year, especially for streaming and digital players. Live sports, particularly the NFL, still attract the most significant ad spends.

Overall media spend has seen stronger growth in 2024 compared to post-Covid years.

Last NFL season, automakers were the most-seen brand industry, accounting for more than 10% of TV ad impressions.

Disney, which airs "Monday Night Football" on its networks and streaming service ESPN, has seen double-digit growth in automotive ad spending over the past five years.

Brands are expanding commitments to include sponsorship opportunities along with ad spots.

Hyundai's Continued NFL Presence

Hyundai will continue to have a prominent role during NFL broadcasts, including as presenting sponsor of NBC's Sunday Night Football kickoff show for the seventh consecutive year.

Hyundai Motor America CEO Randy Parker said the company's NFL spending is expected to be level with last year.

Hyundai believes that advertising during live sporting events, particularly NFL games, is strategically important for reaching a large audience.

The Importance of Sports Marketing for Automakers

Automakers are leveraging the NFL's massive viewership to reach a wide audience and promote their new products and services. The NFL provides a valuable opportunity for brands to connect with engaged fans during a time when traditional television viewership is still strong.

Sports marketing, particularly during the NFL season, offers a unique way for automakers to build brand awareness, generate leads, and drive sales.