Automakers increase NFL advertising efforts after recent pullback
Automakers are returning to advertising during the National Football League season after a recent slowdown. Toyota, Hyundai, and Detroit automakers are among those expected to capitalize on the NFL as a main advertising platform in the coming months. Toyota has been named the “Official Automotive Partner of the NFL,” marking a first for the world’s largest automaker.
Ryan Briganti, head of ad sales at Paramount’s CBS Sports, notes that automakers are beginning to increase their advertising budgets, with a focus on promoting new products during live sports events like the NFL. General Motors plans to boost advertising spending by over $400 million in the second half of the year to promote new vehicles.
The NFL plays a crucial role in automakers’ advertising strategies, with about 44% of automotive ad spend budgets in national TV focusing on NFL games during the previous season. The NFL’s strong viewership numbers make it an attractive platform for automakers to promote their products.
NFL games draw large audiences on traditional TV, with last year’s regular season games averaging 17.9 million viewers. The Super Bowl attracted 123.7 million average viewers. The consistent viewership of the NFL has increased the value of media rights deals and driven NFL team valuations higher.
The advertising market, particularly for streaming and digital players, has shown signs of rebound this year. Live sports programming, including NFL games, continues to attract significant ad spends. Automakers were the most-seen brand industry during the last NFL season, capturing more than 10% of TV ad impressions.
Toyota, as the “Official Automotive Partner of the NFL,” has launched a new ad campaign called “Roll Deep” for the NFL season. The campaign includes a season-long schedule of content across various formats. Other automakers like Stellantis and Hyundai will also play prominent roles in NFL broadcasts.
Overall, automakers are looking to leverage the NFL’s wide-reaching audience to promote their brands and products. The strong viewership numbers and engagement levels make the NFL an attractive platform for automakers to showcase their offerings.
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Emily Jensen, graduated from the London School of Economics and Political Science (LSE) in the UK in 2015 with a degree in Economics. She specializes in financial markets and international trade. After graduating, she worked as an analyst at an investment bank in London, where she developed expertise in global economic trends. She later transitioned into consulting, focusing on fintech ventures and providing insights into global economic developments. Emily is passionate about the intersection of finance and technology and aims to drive innovation in the financial sector.