Sat Sep 07 11:00:01 UTC 2024: ## Automakers Rev Up NFL Advertising Spending
**New York, NY** – After a period of slowdown due to supply chain issues, automakers are returning to the NFL with a vengeance, increasing their ad spending during the upcoming season.
The NFL’s massive viewership and ability to reach a diverse audience make it a prime platform for automakers to promote new vehicles. Toyota, in particular, is making a significant investment by becoming the Official Automotive Partner of the NFL, a first for the world’s largest automaker.
“We have access to 218 million highly diverse, highly engaged fans of the NFL,” said Dedra DeLilli, vice president of Toyota North America marketing communications. “You are not going to find scalability and diversity like that in any other U.S. sport.”
Other automakers like General Motors, Hyundai, and Stellantis are also expected to increase their spending on NFL advertising. General Motors plans to boost ad spend by over $400 million in the second half of the year to promote new models. Hyundai will continue as the presenting sponsor of NBC’s Sunday Night Football kickoff show for the seventh year running.
The automotive industry’s commitment to the NFL comes at a time when overall advertising spending is rebounding, particularly in the streaming and digital sectors. Live sports, however, continue to hold a dominant position, commanding the lion’s share of advertising budgets.
According to Guideline, a media planning and data company, about 44% of national TV automotive ad budgets were allocated to the NFL during the 2023 season. This underscores the significant impact the NFL has on automotive marketing strategies.
The NFL’s consistent viewership, despite the decline of traditional cable subscriptions, has driven a surge in the value of its media rights deals, which in turn have fueled the rising value of NFL teams. CNBC’s Official 2024 NFL Team Valuations report indicates that the average value of an NFL team is now $6.49 billion.
As automakers rev up their NFL advertising campaigns, the league’s continued dominance in viewership and its ability to reach a massive and diverse audience ensures that the NFL will remain a central stage for automakers to showcase their products.
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