Car Commercials Disappear from TV as Automakers Face Economic Headwinds
Automakers' share of US ad spending has dropped significantly due to tariffs, rising gas prices, and shifts in marketing strategies.
Car commercials, long a staple of American television, are becoming an increasingly rare sight as automakers grapple with a challenging economic landscape. Factors including tariffs, elevated gas prices, and evolving advertising practices are contributing to a notable decline in automotive ad spending on traditional TV platforms.
Automakers' share of total US ad spending has fallen from 14.8% in 2013 to 8.9% in 2026, according to data from Guideline. This trend is evident in major televised events, with the number of car commercials aired during the Super Bowl dropping from 11 during Super Bowl 50 to just four this year, as reported by CNBC. Sean Muller, CEO of ad data company iSpot, noted that automakers are likely curtailing their budgets, a sentiment reflected in prominent advertising opportunities like the Super Bowl.
The financial pressures on car manufacturers are multifaceted. Tariffs of up to 25% have impacted their bottom lines, while high gas prices, partly attributed to geopolitical events, have further strained the industry. Additionally, policy changes, such as the elimination of federal tax credits for electric vehicles and other government support through the One Big Beautiful Bill Act, have introduced further uncertainty for automakers.
The substantial cost of advertising during high-profile events like the Super Bowl is also a contributing factor. A 30-second spot can cost an estimated $7 million, with production expenses adding millions more. Market research firm Emarketer analyst Daniel Konstantinovic told Adweek that the cost of the ad space alone is significant, making these commercials an easily reducible expense for companies re-evaluating their strategies.
Beyond major events, the decline in TV advertising reflects a broader shift in how automakers connect with consumers. Companies are increasingly moving away from traditional media like radio, newspapers, and broadcast television, favoring digital advertising channels. Megan Amic, head of digital marketing and strategy for American Honda Motor Company, indicated to The Wall Street Journal that the company is allocating more resources to connected TV platforms such as YouTube, following audiences to where they are consuming media.
This strategic pivot towards digital platforms signifies a fundamental change in automotive marketing, driven by both economic pressures and evolving consumer media consumption habits.