As Super Bowl LX approaches on February 8 at Levi’s Stadium, featuring the Seattle Seahawks against the New England Patriots, major automakers like Ford are opting out of advertising due to soaring costs and strategic shifts toward digital marketing, while a few like Toyota and Hyundai commit spots to promote key models amid industry challenges.
The landscape of Super Bowl advertising has undergone a seismic shift in recent years, particularly for the automotive sector, which once dominated the commercial breaks with high-octane spots showcasing muscle cars, luxury sedans, and innovative EVs. This year, as the National Football League’s championship game draws near, Ford Motor Company stands out as one of the prominent absentees, joining a growing list of automakers that view the event’s multimillion-dollar price tag as an inefficient use of marketing dollars. With ad slots commanding upwards of $7.5 million for a 30-second placement—a figure that has escalated due to inflation and heightened demand from non-traditional sectors like health and tech—many car manufacturers are reallocating budgets to more targeted, measurable channels.
Ford’s decision to skip Super Bowl LX aligns with its broader fiscal strategy amid a volatile economic environment. The Dearborn-based giant, which reported fourth-quarter 2025 earnings of $1.2 billion on revenue of $45 billion, has been grappling with supply chain disruptions, rising raw material costs, and a slowdown in EV adoption rates. By forgoing the Super Bowl, Ford aims to preserve capital for investments in electrification and autonomous driving technologies, where it recently announced a $3 billion expansion of its Michigan assembly plant for next-generation F-150 Lightning models. This move reflects a company-wide emphasis on cost discipline, as evidenced by its stock performance: shares have hovered around $12.50 on the NYSE, up modestly from last year’s lows but still pressured by analyst downgrades citing margin squeezes.
Beyond Ford, the exodus includes heavyweights like Stellantis—parent of Jeep, Ram, and Chrysler—which has cited labor disputes and restructuring efforts as reasons for pulling back. Kia, a perennial Super Bowl participant with memorable campaigns featuring celebrities and high-speed chases, has also confirmed its absence, redirecting funds toward regional promotions and digital platforms where return on investment can be tracked more precisely. BMW, another luxury brand that once reveled in Super Bowl glamour, is sitting out, focusing instead on experiential marketing at auto shows and online influencer partnerships. This collective retreat underscores a broader industry trend: automakers are facing headwinds from higher interest rates, which have cooled consumer demand for big-ticket purchases, with U.S. new vehicle sales projected to dip to 15.8 million units in 2026 from 16.2 million in 2025.
Yet, not all automakers are on the sidelines. Toyota, the world’s largest by volume, is diving in with a heartfelt 30-second spot titled “Superhero Belt,” promoting its redesigned 2026 RAV4 hybrid, which starts at $31,900 and boasts improved fuel efficiency of up to 42 mpg combined. The ad, centered on generational family bonds and everyday safety features like seatbelts, represents Toyota’s bet on emotional storytelling to resonate with viewers amid a market where crossovers dominate sales charts. Toyota’s commitment comes as its North American operations reported a 5% year-over-year sales increase to 2.3 million vehicles in 2025, bolstering its market share to 15%. Similarly, Hyundai is making a splash with an “Epic Mission” commercial starring actor John Krasinski, highlighting the Palisade Hybrid SUV’s advanced features and family-friendly design, priced from $38,000. Cadillac, General Motors’ luxury arm, rounds out the confirmed participants with a teaser spot emphasizing its electric lineup, including the upcoming Lyriq refresh.
This selective participation highlights diverging strategies within the sector. While legacy players like Ford prioritize fiscal conservatism—evident in its recent $2 billion stock buyback program—import brands like Toyota and Hyundai leverage the Super Bowl’s massive audience of over 115 million viewers to build brand loyalty and drive showroom traffic. Analysts at J.D. Power estimate that a successful Super Bowl ad can boost website visits by 20-30% in the following week, but only if the creative aligns with consumer sentiment. For automakers navigating the transition to EVs, where production costs remain 20-30% higher than internal combustion counterparts, the calculus often favors skipping the extravagance.
Key Financial Implications for Automakers
Marketing Budget Reallocation : By avoiding Super Bowl ads, companies like Ford can redirect funds to digital advertising, where costs per impression are fractions of traditional TV. Ford’s digital spend rose 15% in 2025 to $800 million, targeting platforms like TikTok and YouTube for younger demographics.
Stock Market Reactions : Investor sentiment has been mixed. Ford’s shares dipped 2% following the ad skip announcement, reflecting concerns over visibility, while Toyota’s Tokyo-listed stock climbed 1.5% on news of its RAV4 push, signaling confidence in growth-oriented strategies.
Industry-Wide Cost Pressures : With global semiconductor shortages persisting, automakers’ average profit margins have compressed to 7.5% from 9% pre-pandemic. Super Bowl absences allow for better cash flow management, crucial as firms like Stellantis report $4 billion in strike-related losses from 2025.
EV Transition Impact : The push toward electrification adds layers of complexity. Ford’s EV division lost $1.3 billion last quarter, prompting cuts in non-essential spending, whereas Hyundai’s hybrid focus has yielded positive margins, justifying the ad investment.
Shifting Advertising Paradigms in Auto Industry
| Automaker | Participating in Super Bowl LX? | Key Reason | Recent Financial Highlight |
|---|---|---|---|
| Ford | No | Cost-cutting amid EV losses | Q4 2025 profit: $1.2B; Stock: $12.50/share |
| Toyota | Yes | Promoting RAV4 hybrid | 2025 NA sales: 2.3M units; Market share: 15% |
| Hyundai | Yes | Showcasing Palisade Hybrid | Hybrid sales up 25% YoY; Pricing from $38K |
| Stellantis | No | Labor and restructuring costs | 2025 losses: $4B from strikes |
| Kia | No | Shift to digital marketing | Global sales: 3.1M units in 2025 |
| Cadillac (GM) | Yes | EV lineup promotion | GM EV sales: 75K units Q4 2025 |
| BMW | No | Focus on experiential events | European sales growth: 8% |
The decline in automotive Super Bowl ads isn’t isolated; it’s part of a larger pivot toward data-driven marketing. With connected vehicles generating terabytes of user data, automakers can now personalize ads via apps and in-car interfaces, achieving higher engagement rates than broadcast TV. Ford’s “Built Ford Proud” campaign, for instance, has migrated heavily online, partnering with streaming services to reach cord-cutters. This approach not only reduces costs but also mitigates risks associated with live events, where ad flops can lead to viral backlash and stock volatility.
For those still in the game, the stakes are high. Toyota’s multi-vehicle campaign extends beyond the RAV4, teasing additional spots that emphasize sustainability and innovation, aligning with its $13 billion investment in U.S. battery plants. Hyundai, meanwhile, uses the platform to differentiate its hybrids in a market where EV incentives under the Inflation Reduction Act have waned, with federal tax credits now capped at $7,500 for qualifying models. Cadillac’s entry underscores GM’s aggressive EV push, with the brand aiming for 100% electric by 2030, despite current market share hovering at 2%.
Broader Economic Context
The auto industry’s Super Bowl snub mirrors wider economic uncertainties. U.S. GDP growth slowed to 2.1% in Q4 2025, impacting durable goods spending. Interest rates, though easing from peaks, remain at 4.5%, making auto loans costlier and suppressing demand. Automakers are responding by trimming ad budgets overall—industry-wide marketing spend is forecasted to drop 3% to $18 billion in 2026—while emphasizing value propositions like affordability and reliability.
In this environment, Ford’s absence might prove prescient, allowing it to weather potential recessions better than peers locked into expensive commitments. Yet, for brands like Toyota, the Super Bowl remains a cultural touchstone, offering intangible benefits like enhanced brand recall, which surveys show can persist for months post-game.
Disclaimer: This news report provides general information and tips based on publicly available sources and should not be considered financial advice or investment recommendations.