GM, Jeep and Kia are the only automaker advertisers

Automakers have been one of the biggest advertisers at the Super Bowl to date, but they’re mostly avoiding this Sunday’s NFL championship game to save cash or spend their advertising dollars elsewhere. are spending

The only automakers expected to advertise on Fox during Sunday’s game between the Philadelphia Eagles and the Kansas City Chiefs are: general motorsKia and StellantisRam and Jeep brands.Porsche said it will air a spot just before the game in collaboration with Paramount.

Widespread resistance has changed rapidly since the auto industry fell a year ago. represents the largest segment $99.3 million in Super Bowl ad spending, according to Vivvix from Kantar Media. That total increased by more than $30 million from 2021, when web-based media and film companies outperformed the industry.

This year’s decline in car advertising will occur as a company Investing Billions in Electric Vehicles Or try to hold on to cash for a potential economic downturn. They also continue to battle supply chain issues.

The average cost of a 30-second commercial at last year’s Super Bowl was $6.5 million, more than $2 million more than the 2016 rate. That cost is now approaching $7 million, according to Kantar Media.

Eric Haggstrom, director of business intelligence at Advertiser Perceptions, told CNBC: “The auto industry has been hit hard by supply chain problems, inflation that is squeezing consumer budgets and rising interest rates that make car payments dramatically more expensive.”

Haggstrom noted that several automakers have cut back on advertising spending in recent years. This is the result of tighter inventories and fewer products to sell due to problems in his supply chain during the coronavirus pandemic. And new automakers are trying to emulate Tesla’s ad-free models, so they traditionally advertise less or none at all, Haggstrom said.

8 car brands or companies Advertised at last year’s Super Bowl, Including returning companies GM and Kia.distressed car retailer Calvana and Bloomadvertised during last year’s game amid record demand for used cars, but has not returned. Polestar, the EV startup that successfully advertised at the 2022 Super Bowl, also says it won’t be advertising this year.

For the tenth year in a row, auto accessories company WeatherTech will run a 30-second ad. The Illinois-based company has the longest running history in the automotive industry with back-to-back advertising during the big game.

Advertisers say they are taking advantage of the opportunity to reach an audience that is expected to reach around 100 million viewers. The game has historically been one of the most watched events of the year, offering advertisers an opportunity to capitalize on a declining TV audience.

GM’s 60-second ad featuring actor and comedian Will Ferrell driving GM’s EV became popular. netflix The shows and movies will include more EVs in production to fuel the streaming service’s upcoming efforts.

GM’s marketing chief Deborah Wahl said at a press conference about the ad, “This is a big moment. It’s really different to do something like this.”

Ferrell also makes an appearance GM’s Super Bowl ad promoting EV Two years ago.

Those who do not return primarily attribute the decision to business priorities or available products and capital. toyota motorOne of the top Super Bowl advertisers in recent years, said its product plans aren’t aligned with this year’s game.

“We’re looking at the Super Bowl very strategically and we want to make sure there’s a purpose going into the Super Bowl,” Lisa Materazzo, Toyota’s group vice president of marketing, told CNBC. rice field. Events of the week For the Chicago Auto Show. “I’m sure the Super Bowl has a place. It just wasn’t the right time or place for us this year.”

modern car, The decision not to run ads was “based on business priorities and where marketing resources are best allocated,” it said in an email. Audi, which last advertised in 2020, said it is “focusing on other initiatives within its electrification and sustainability efforts.”

Stellantisformerly known as Fiat Chrysler. attract outstanding talent Including Bruce Springsteen Bill Murray Clint Eastwood and Eminem.

Stellantis hasn’t released an ad, but GM, Kia, and WeatherTech have released commercials earlier this week.

Kia’s 60-second “Binky Dad” ad features a dad racing a 2023 Telluride X-Pro SUV to retrieve a “binky” for his baby. Set to 1976’s “Gonna Fly Now,” famous for being the theme song for the movie “Rocky.” Uniquely, this commercial has three alternate endings for her that are only available on TikTok.

The ad has drawn some criticism online, as Kia Motors and its parent company Hyundai have come under fire for at least four ads. Suppliers reportedly violating child labor lawsHyundai Motor and Kia Motors have condemned the practice.Reuters this week report The parent company is in discussions with the U.S. Department of Labor to resolve concerns regarding child labor in U.S. supply chains.

WeatherTech’s 30-second ad promotes the company’s U.S.-made products and shows bank executives and others criticizing the company’s U.S. investments and production.

Porsche’s ad is a collaboration with Paramount for this summer’s movie Transformers: Rise of the Beast. Following last year’s “Top Gun His Maverick” commercial, it will be the first tie-up in two years.

Haggstrom said the auto industry has a general tendency to be “cautious” when it comes to advertising.

“They are really thinking about what the value of advertising is today. How will it affect my sales, how will it affect my go-to-market,” he said. “We have seen a general trend of accountability in consumer advertising.”

– CNBC’s John Rosebeer Contributed to this report.