Volkswagen is one of three automakers expected to advertise during the Super Bowl in 2026.
Courtesy VW
DETROIT – Automakers are largely opting out of Super Bowl advertising this year, a shift reflecting uncertainty in the U.S.automotive industry regarding sales, tariffs, and regulations.
Historically major spenders during the big game,car companies have shown inconsistent interest in Super Bowl ads in recent years,with only a small number participating annually.
“It’s definitely been on the decline,” said Sean Muller, CEO of ad data company iSpot. “Autos are tightening their belts, and thay’re probably pulling back on their budgets, and certainly that’s reflected. I think the Super Bowl is a good barometer for all of this.”
Automakers accounted for 40% of super Bowl ad minutes in 2012,but that figure plummeted to just 7% by 2025,according to iSpot. Only three automakers are expected to air ads,totaling roughly two minutes,during this year’s game.
Tim Mahoney, a veteran automotive marketing executive, explained that Super bowl advertising is a delicate balancing act. He emphasized the need for the right product, a compelling ad campaign, and, crucially, sufficient capital to stand out and achieve a return on investment.
“Super Bowl is just a massive platform, but it has gotten so expensive,” Mahoney, who previously worked for GM, VW, Subaru and Porsche, said. “There are sometimes interesting ways to navigate around it… Adjacencies can be smart.”
During his tenure, Subaru became the presenting sponsor of Animal Planet’s Puppy Bowl, and GM’s Chevrolet brand famously “blacked out” TV screens just before the Super Bowl in 2015 to promote its in-vehicle Wi-Fi.
Outside of the Super Bowl, automakers have increased their investment in sports advertising and embraced more streaming and regional advertising over national reach, according to iSpot.
“They’re not cutting back in live sports,” Muller said, citing iSpot data that automakers
“you can dip into and tell these stories,” said Ed Beadle, who leads marketing for American Honda Motor.
The opening ceremony for the Winter Olympics took place on Friday in Milan, kicking off a month that Comcast’s NBCUniversal-which will be airing the Olympics, Super Bowl and NBA All-Star weekend-has dubbed “Legendary February.”
Who *Is* Advertising in 2026?
GM remains an unknown factor for this year’s game,as the only automaker that has not prereleased its ad. The Detroit automaker plans to use the Super Bowl to launch its Cadillac F1 team,including revealing the look of its first livery car to a national audience.
The automaker showed a design prototype of the vehicle in Detroit last month, including at the city’s auto show, but has not released any details about the commercial.
Toyota, the NFL’s official automotive partner, is expected to air two 30-second ads focused on family connections.
One ad, called “Superhero Belt,” shows a grandson and a grandfather switching roles over the years and reminding each other to secure their seatbelts. The other features athletes including NFL wide receiver Puka Nacua meeting their younger selves.
Volkswagen’s ad resurrects the automaker’s well-known 1990s campaign for a new generation of customers, as part of a marketing drive called “The Great Invitation: Drivers Wanted.”
The new campaign, including a 30-second Super Bowl spot, features many of the automaker’s vehicles being driven around to House of Pain’s 1992 hit “Jump Around.”
