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Automakers Slash Super Bowl Ads Amid Industry Uncertainty

2/7/2026

42 4 Full Breakdown

Summary

Story summary

Automakers are reducing Super Bowl advertising amid industry uncertainty.
Automakers' share of ad minutes fell from 40% in 2012 to 7% in 2025.
For 2026, only three automakers will air ads, totaling about two minutes.
The cost of a 30-second spot averages around $8 million.
Stellantis N.V. and Nissan Motor Co., Ltd. pursue social media campaigns and Olympic sponsorships.

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Story summary

Automakers are reducing Super Bowl advertising amid industry uncertainty.
Automakers' share of ad minutes fell from 40% in 2012 to 7% in 2025.
For 2026, only three automakers will air ads, totaling about two minutes.
The cost of a 30-second spot averages around $8 million.
Stellantis N.V. and Nissan Motor Co., Ltd. pursue social media campaigns and Olympic sponsorships.