Automakers Significantly Cut Super Bowl Advertising
Written by Emily J. Thompson, Senior Investment Analyst
Updated: 12h ago
0mins
Source: Benzinga
- Declining Ad Participation: Only General Motors, Toyota, and Volkswagen are expected to advertise during Super Bowl 60, marking a significant drop from 40% of ad minutes in 2012 to just 7% by 2025, reflecting broader uncertainty in the US automotive industry.
- Tightening Budgets: Automakers are tightening their advertising budgets amid economic challenges, with iSpot CEO Sean Muller noting that the automotive sector is pulling back on spending, leading to reduced ad expenditures.
- Strategic Shift: Instead of Super Bowl ads, automakers are focusing on other sports sponsorships and digital platforms, with Muller highlighting that they now account for roughly 60% of live sports ad spend, indicating a shift away from traditional advertising models.
- High Super Bowl Ad Costs: The average cost of Super Bowl ads is $8 million for a 30-second spot, posing a significant barrier for many automakers; Stellantis CMO Olivier Francois stated that the company will spread its advertising efforts over the year to optimize budget and creativity.
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Analyst Views on GM
Wall Street analysts forecast GM stock price to fall over the next 12 months. According to Wall Street analysts, the average 1-year price target for GM is 82.06 USD with a low forecast of 48.00 USD and a high forecast of 100.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
18 Analyst Rating
16 Buy
1 Hold
1 Sell
Strong Buy
Current: 83.300
Low
48.00
Averages
82.06
High
100.00
Current: 83.300
Low
48.00
Averages
82.06
High
100.00
About GM
General Motors Company designs, builds and sells trucks, crossovers, cars and automobile parts and provides software-enabled services and subscriptions worldwide. The Company's segments include GMNA, GMI, Cruise and GM Financial. Its GM North America (GMNA) and GM International (GMI) develop, manufacture and/or markets vehicles under the Buick, Cadillac, Chevrolet and GMC brands. The Company provides automotive financing services through its General Motors Financial Company, Inc. (GM Financial) segment. Its Cruise segment is engaged in the development and commercialization of autonomous vehicle technology. Its software-enabled services and subscriptions, including OnStar, its advanced driver-assistance systems (ADAS), including Super Cruise driver assistance technology, and its end-to-end software platform. The Company is also focused on investing in electric vehicles (EVs) and AVs, software-enabled services and subscriptions and new business opportunities.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Tightening Budgets: Automakers are tightening their advertising budgets amid economic challenges, with iSpot CEO Sean Muller noting that the automotive sector is pulling back on spending, leading to reduced ad expenditures.
- Strategic Shift: Instead of Super Bowl ads, automakers are focusing on other sports sponsorships and digital platforms, with Muller highlighting that they now account for roughly 60% of live sports ad spend, indicating a shift away from traditional advertising models.
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- Massive Buyback Program: Since 2023, GM has announced an impressive $22 billion in share buybacks, significantly reducing the number of outstanding shares and enhancing the earnings power of remaining shares, thereby boosting investor confidence.
- Net Income Loss: Despite a strong fourth quarter, GM faced $7.2 billion in special charges due to realigning EV production capacity, resulting in a net income loss of $3.3 billion; however, management remains optimistic about the sustainability of future performance.
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- Market Share Growth: The company achieved its highest U.S. market share since 2015, indicating a gradual recovery in competitiveness within the fiercely contested EV market, which boosts investor confidence.
- Increased Shareholder Returns: GM announced a 20% dividend increase and a new $6 billion share repurchase program, aimed at enhancing shareholder value while reflecting management's confidence in future profitability.
- Cost Control Initiatives: Despite incurring over $7 billion in EV production-related charges, GM successfully offset more than 40% of its tariff costs through cost-reduction initiatives, with expectations to further lower tariff expenses in 2026, thereby strengthening long-term profitability.
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- Dividend and Buyback Initiatives: The company announced a 20% increase in dividends and authorized a $6 billion share repurchase program, which not only boosts investor confidence but also lays a solid foundation for future shareholder returns.
- EV Production Adjustments: Although GM anticipates a decline in EV volumes for 2026, it plans to cut EV losses by $1 billion to $1.5 billion to navigate market challenges, showcasing its adaptability in the EV transition.
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- Tightening Budgets: Automakers are tightening their advertising budgets amid economic challenges, with iSpot CEO Sean Muller noting that the automotive sector is pulling back on spending, leading to reduced ad expenditures.
- Strategic Shift: Instead of Super Bowl ads, automakers are focusing on other sports sponsorships and digital platforms, with Muller highlighting that they now account for roughly 60% of live sports ad spend, indicating a shift away from traditional advertising models.
- High Super Bowl Ad Costs: The average cost of Super Bowl ads is $8 million for a 30-second spot, posing a significant barrier for many automakers; Stellantis CMO Olivier Francois stated that the company will spread its advertising efforts over the year to optimize budget and creativity.
See More
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- Earnings Report Highlights: Despite facing $7.2 billion in special charges, GM's adjusted earnings exceeded Wall Street estimates in the fourth quarter, showcasing its strong cash generation capabilities and ongoing market competitiveness.
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