Even with record audiences, automakers retreat from NBC's values; Cadillac should be the only exception on the track
The automotive industry, historically one of the biggest financiers of Super Bowl commercial breaks, has decided to take its foot off the gas in 2026. For the 59th edition of the event, scheduled for February 8, there is a notable stampede of automakers, in a movement that contrasts with the record audience of 127.7 million viewers obtained in the previous year. The main obstacle is the amount charged by the NBC network: US$ 7 million (approximately R$ 38.5 million) for each 30-second insertion.
The most significant absence is that of the Stellantis group. The giant, which controls brands such as Jeep, Ram and Dodge, confirmed that it will not have ads in the game. The justification is strategic: Olivier Francois, the company’s marketing director, said that this year’s advertising focus will be shifted entirely to the celebrations of the “Semi-Quicentennial” (250 years) of the independence of the United States — a date considered by the company as the ideal time to connect its brands to American patriotism.
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While most retreat, Cadillac should be the exception to the rule. The General Motors luxury brand plans to use the event’s global showcase to promote its entry into Formula 1, with the likely unveiling of the definitive livery of its single-seater. In the automotive sector, the confirmed presence is restricted, for now, to accessory companies, such as the carpet manufacturer WeatherTech, which maintains its tradition of advertisements at the event.
The emptying of the automotive sector, however, did not affect the station’s coffers. NBC sold out all advertising space at the end of last year, proving that the Super Bowl remains television’s most valuable asset in the streaming era.
