The news: The auto industry is set to have a slim presence at Super Bowl LIX in February, per an Ad Age report, a significant departure for a sector that advertises regularly at the event.

Only one automaker—Jeep—has confirmed that it will have an ad during the game. Several other Super Bowl stalwarts, including Kia, General Motors, Hyundai, Audi, and Ford, told Ad Age they will not run ads.

Auto sector ad spend: Once a staple of TV ad spending, the auto industry has shifted its priorities away from traditional media as viewership wanes and the sector faces significant headwinds.

• President Trump's executive order removing tax credits and subsidies for electric vehicles has forced auto makers to shift strategies. While 1 in 5 cars sold in 2024 was an EV, that’s largely due to an end-of-year push to purchase them before tax credits expired.
• Even without the uncertain outlook for US electric vehicles, proposed tariffs on imports and materials from China, Canada, and Mexico could cause auto prices to rise significantly, complicating an already challenging environment for auto sales.
• We expect US automotive total media ad spend to hit $31.77 billion this year, up from $29.48 billion in 2024. However, traditional media ad spend (which includes TV) will slide from $7.46 billion last year to $7.3 billion this year, further dipping to $6.86 billion in 2026.

Our take: The auto industry’s precarious political situation is upending plans set in motion during the Biden administration and could cause prices to rise. Several automakers said a Super Bowl ad did not align with their priorities this year, and with 30-second spots selling for $7 million, it’s easy to see why.

• Instead, auto manufacturers are opting for lower-cost ad channels like display and search and investing in loyalty programs to keep consumers’ attention during a slow period for sales.

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