Due to uncertainty in the auto industry, most carmakers are skipping ads for the 2026 Super Bowl, marking a sharp shift from an era when automotive brands dominated commercial breaks during the biggest night in American sports.
This year, many automakers are staying on the advertising sidelines as they navigate an unsettled U.S. auto market weighed down by fluctuating sales, trade tariffs, regulatory pressures, and the uneven transition to electric vehicles. Once considered must-have advertisers for the Super Bowl, car companies have steadily reduced their presence over the past decade.
“It’s definitely been on the decline,” said Sean Muller, CEO of ad measurement firm iSpot. “Automakers are tightening their belts and pulling back on budgets, and the Super Bowl reflects that. It’s become a pretty reliable barometer for what’s happening across the industry.”
According to iSpot data, automakers accounted for about 40% of total Super Bowl ad minutes in 2012. By 2025, that figure had fallen to just 7%. For this year’s game, only three automakers are expected to air commercials, totaling roughly two minutes of airtime.
Industry Turmoil Drives Advertising Pullback
The advertising retreat mirrors broader instability in the automotive sector. The disruption began during the COVID-19 pandemic, when supply chain breakdowns and factory shutdowns rattled production. More recently, tariffs and costly reversals in all-electric vehicle strategies have added billions of dollars in losses for major manufacturers.
General Motors, Toyota Motor, and Volkswagen are the only automakers expected to advertise during Super Bowl 60, set to feature the Seattle Seahawks against the New England Patriots. Last year, Stellantis stood alone as the sole automotive advertiser, running two commercials that totaled three minutes.
Meanwhile, the way brands spend their ad dollars is evolving. “The biggest shifts are happening between linear TV and streaming or digital video,” Muller said. “That’s true for almost every advertiser, including automakers.”
Super Bowl Costs Spark Creative Alternatives
Veteran automotive marketer Tim Mahoney said Super Bowl advertising has become a high-stakes balancing act. To justify the investment, brands need the right product, the right creative, and deep pockets.
“The Super Bowl is an enormous platform, but it’s gotten incredibly expensive,” said Mahoney, who previously worked with GM, Volkswagen, Subaru, and Porsche. “Sometimes the smarter play is to work around it. Strategic adjacencies can be just as effective.”
In the past, Subaru famously became the presenting sponsor of Animal Planet’s Puppy Bowl, while Chevrolet grabbed attention by briefly blacking out TV screens ahead of the Super Bowl to promote in-vehicle Wi-Fi.
Outside the Super Bowl spotlight, automakers have actually increased spending on live sports overall, while shifting more dollars toward streaming platforms and regional campaigns rather than nationwide broadcasts. iSpot data shows automakers now make up roughly 60% of live sports advertising spend.
Why Many Automakers Are Saying No
Executives who opted out of this year’s Super Bowl cited one major deterrent: cost. A single 30-second ad now averages around $8 million, pushing brands to rethink how and where they invest.
“We’re spreading our money and creativity across the entire year,” said Stellantis Chief Marketing Officer Olivier Francois. “There’s no need for one big peak in February.”
Stellantis, currently executing a broader turnaround strategy, is instead focusing on the upcoming 250th anniversary of the United States, along with business-driven campaigns and bold social media activations. One recent example includes a Jeep campaign featuring a singing fish.
Nissan Motor, which last aired a Super Bowl ad in 2022, is also experimenting with alternatives. This year, the company released a high-energy social media “Big Game” ad promoting a fictional chips-and-dip accessory for the Nissan Rogue. The comedic spot stars chef and actor Matty Matheson and includes a sweepstakes tied to the SUV.
“We wanted something more social and more shareable,” said Nissan U.S. CMO Allyson Witherspoon. She confirmed the campaign cost significantly less than a traditional Super Bowl commercial.
Honda Motor, meanwhile, is redirecting its biggest advertising push to the Olympics. The automaker is sponsoring U.S. Olympic and Paralympic teams for the Winter Games in Milan and the 2028 Summer Games in Los Angeles.
“The Super Bowl is one moment,” said Ed Beadle, head of marketing for American Honda Motor. “The Olympics give you multiple stages and stories to tell.”
The Few Who Are Still In
Despite the broader pullback, a handful of automakers are still using the Super Bowl to make statements.
General Motors remains a wildcard, having not prereleased its commercial. The company is expected to use the broadcast to debut its Cadillac Formula 1 team, including a national reveal of the team’s first car livery.
Toyota, the NFL’s official automotive partner, plans to air two 30-second spots centered on family connections and personal growth. One ad, “Superhero Belt,” highlights a grandson and grandfather swapping roles over time, while another features athletes, including NFL receiver Puka Nacua, meeting their younger selves.
Volkswagen is tapping into nostalgia, reviving its iconic 1990s-era messaging for a new generation. Its Super Bowl spot is part of a campaign titled “The Great Invitation: Drivers Wanted,” set to House of Pain’s classic hit “Jump Around.”
As ad prices soar and the auto industry continues to adapt, the Super Bowl is no longer the automatic marketing destination it once was. For many carmakers, the future lies in flexibility, digital storytelling, and finding smarter ways to reach drivers beyond one very expensive night.
