Volkswagen is one of three automakers expected to advertise during the Super Bowl in 2026.Courtesy VWDETROIT — Automakers are largely sitting on the advertising sidelines during this year’s Super Bowl amid uncertainty in the U.S. automotive industry involving sales, tariffs and regulations.Carmakers — historically major buyers of ads during the big game — have been inconsistent with advertising during the Super Bowl in recent years, with only a handful putting out spots each year.”It’s definitely been on the decline,” said Sean Muller, CEO of ad data company iSpot. “Autos are tightening their belts, and they’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 dropped all the way to 7% by 2025, according to iSpot. Only three automakers are expected to air ads, totaling roughly two minutes, during this year’s game. [embedded content]The decline corresponds with instability in the automotive industry. That turmoil started in 2020 with the coronavirus pandemic and supply chain issues and continued more recently with tariffs and pullbacks in all-electric vehicles that have cost companies billions of dollars.General Motors, Toyota Motor and Volkswagen are the only automakers expected to advertise Sunday during Super Bowl 60 between the Seattle Seahawks and the New England Patriots.Chrysler parent Stellantis was the only automaker to advertise during the big game last year with two ads that were a total of three minutes.”The biggest shifts that are happening are between linear and streaming and digital video. That’s occurring within pretty much every advertiser,” Muller said.Read more CNBC auto newsAuto executives are hoping for the best and planning for the worst in 2026GM expects to top Ford in U.S. vehicle production as it faces up to $4 billion in tariff costsStellantis stock off 43% as Jeep maker turns five, executes turnaroundEV realism is here. How automakers react in 2026 will be tellingTim Mahoney, a longtime automotive marketing executive, said it’s a balancing act when it comes to advertising during the Super Bowl. He said a company has to have the right product, ad campaign, and, of course, capital to stand out and get a return on their investment.”Super Bowl is just a massive platform, but it has gotten so expensive,” Mahoney, who worked for GM, VW, Subaru and Porsche, told CNBC. “There are sometimes interesting ways to navigate around it. … Adjacencies can be smart.”During Mahoney’s tenure, Subaru became the presenting sponsor of Animal Planet’s Puppy Bowl and GM’s Chevrolet brand “blacked out” TV screens just ahead of the Super Bowl for an ad for its in-vehicle Wi-Fi in 2015.Outside of the Super Bow …
