Automakers largely sit out 2026 Super Bowl advertising amid industry uncertainty [CNBC]
General Motors Company (GM)
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Source: CNBC
Key Points General Motors, Toyota Motor and Volkswagen are the only automakers expected to advertise Sunday during Super Bowl 60 between the Seattle Seahawks and the New England Patriots. Automakers accounted for 40% of Super Bowl ad minutes in 2012, but dropped all the way to 7% by 2025, according to ad data company iSpot. Volkswagen is one of three automakers expected to advertise during the Super Bowl in 2026. Courtesy VW DETROIT — Automakers are largely sitting on the advertising sidelines during this year's Super Bowl amid uncertainty in the U.S. automotive industry involving sales, tariffs and regulations. Carmakers — historically major buyers of ads during the big game — have been inconsistent with advertising during the Super Bowl in recent years, with only a handful putting out spots each year. “It's definitely been on the decline,” said Sean Muller, CEO of ad data company iSpot. “Autos are tightening their belts, and they're probably pulling back on their budg
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