Automakers Park Super Bowl Ad Focus In Recent Years
Once a behemoth during the Super Bowl, automakers have faded as a "big game" advertiser in recent years – as data from iSpot shows.
Once a behemoth during the Super Bowl, automakers have faded as a "big game" advertiser in recent years – as data from iSpot shows. The automotive industry accounted for 40% of brand ad minutes in 2012, but that number has dropped considerably since.
- During Super Bowl LVIII in 2024, automakers accounted for just 8% of in-game ad minutes; the lowest figure since at least 2010 (15%).
- At least based on early indicators, it appears that automakers will once again have a smaller footprint during the Super Bowl, as the industry continues its wider pullback when it comes to broad-reach TV advertising.
- Autos aren't the only major industry to exhibit shifts in Super Bowl emphasis in recent years, either; Snack brands appear to be on the upswing, while technology may be plateauing.
Check out more Super Bowl insights from iSpot and other Measure partners in our special Super Bowl hub.
