Automakers Return to NFL Advertising Spotlight
As the National Football League season kicks off, automakers are once again seizing the opportunity to showcase their brands to millions of fans across the country. After a slowdown in recent years, companies like Toyota Motor Corporation, Hyundai Motor Company, and the Detroit automakers are expected to make a significant impact on NFL advertising platforms in the coming months.
Toyota, in particular, is entering the football season as the “Official Automotive Partner of the NFL,” marking a first for the world’s largest automaker. Their latest campaign, “We Roll Deep Anthem,” features fans and NFL stars embarking on an adrenaline-packed adventure that captures the excitement and energy of the game.
Rebounding from a period of reduced advertising budgets due to supply chain issues and the Covid-19 pandemic, automakers are now turning to live sports, especially the NFL, to promote their new products. General Motors, for example, plans to increase its advertising spend by over $400 million in the second half of the year to promote new and redesigned vehicles.
The NFL has long been a crucial component of automakers’ advertising strategies, with about 44% of automotive ad spend budgets on national TV allocated to NFL games during the last season. This trend reflects the significant impact the NFL has on the automotive advertising industry, as highlighted by Alberto Leyes, head of product strategy at Guideline.
TV viewership for NFL games continues to dominate traditional television, with last year’s regular season games averaging 17.9 million viewers and the Super Bowl drawing in 123.7 million average viewers. This consistent viewership has led to a surge in the value of media rights deals, significantly impacting NFL team valuations.
The advertising market overall has shown signs of a rebound this year, particularly in streaming and digital platforms. Live sports, including NFL programming, continue to attract significant ad spends, showcasing the enduring appeal of sports content for advertisers.
New Ad Campaigns
Toyota’s partnership with the NFL has resulted in the launch of a new ad campaign for the season, titled “Roll Deep.” The automaker’s “anthem spot” for the campaign sets the stage for a season-long schedule of content across various platforms, including linear broadcast, digital, paid social, and in-game formats.
According to Dedra DeLilli, vice president of Toyota North America marketing communications, the decision to become the official automotive sponsor of the NFL was a strategic move to reach the league’s highly diverse and engaged fan base of 218 million individuals. This partnership offers scalability and diversity that is unmatched in any other U.S. sport, making it a valuable investment for Toyota.
Stellantis is also gearing up to launch new ads for the NFL season, focusing on its Jeep brand. While details are scarce, the company’s commitment to leveraging the NFL platform for advertising indicates a continued interest in reaching a broad audience of football fans.
Hyundai, a presenting sponsor of NBC’s Sunday Night Football kickoff show for the seventh consecutive year, remains committed to engaging viewers during NFL broadcasts. The company’s CEO, Randy Parker, emphasizes the importance of catching consumers when they are watching live television, particularly during high-profile sporting events like NFL games.
In Conclusion
The resurgence of automakers in the NFL advertising spotlight signals a renewed focus on engaging with consumers through live sports content. With campaigns like Toyota’s “Roll Deep Anthem” and partnerships with the NFL, automakers are positioning themselves to capitalize on the excitement and energy of football season to promote their brands and connect with fans across the country. As the NFL season unfolds, we can expect to see more innovative ad campaigns and strategic partnerships that leverage the power of sports to drive engagement and brand awareness.
