EV Decrease Comes To Super Bowl Sunday

On his first day in office, President Trump took aim at electric vehicles by revoking a 2021 executive order signed by former President Biden that aimed to have 50% of all vehicles sold in the U.S. be electric by 2030. The administration is also considering ending EV tax credits. But even before that, automakers seemed to be hitting the breaks on electric vehicle TV advertising — and that includes during the Super Bowl — per iSpot data. 

• In 2024, household TV ad impressions focusing on electric vehicles dropped by nearly 40% year-over-year.
• The 2024 Super Bowl saw just two EV ads, which comprised 57% of the total auto ad minutes during the game.
• That’s a notable decrease from the peak 75% industry share of auto ad minutes that EVs had for the 2023 Big Game.
• 2022 saw the most Super Bowl ads featuring an EV model (5). 
• As it stands now, there are just two auto brands slated to run ads in Super Bowl LIX: Jeep and Ram Trucks, both owned by Stellantis. Although both brands do have EVs on offer, it’s unclear if those models will be highlighted in their Super Bowl ads. 

For more automaker ad performance and trend insights, download iSpot’s 2024 report here. And you can check out more Super Bowl insights from iSpot and other Measure partners in our special Super Bowl hub.