Business
Automakers largely sit out 2026 Super Bowl advertising amid industry uncertainty
Volkswagen is one of three automakers expected to advertise during the Super Bowl in 2026.
Courtesy VW
DETROIT — 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.
Tim Mahoney, a longtime automotive marketing executive, said it’s a balancing act when it comes to Super Bowl advertising. He said a company has to have the right product, ad campaign, and, of course, capital to stand out and get a return on its 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 Bowl, automakers have increased sports advertising and embraced more streaming and regional advertising over national reach, according to iSpot.
“They’re not cutting back in live sports,” Muller said, citing iSpot data that automakers now represent roughly 60% of spend on live sports.
Autos out
Automotive executives who spoke to CNBC about not advertising during this year’s Super Bowl said they were deterred due to the cost — $8 million on average for a 30-second ad — and felt their ad dollars would be better spent elsewhere.
“We are going to really spread our efforts, so money and creativity, over a year,” said Stellantis Chief Marketing Officer Olivier Francois, who is well known for past Super Bowl ads. “There’s no need for a peak or something in February.”
Stellantis, which is in the midst of a company turnaround plan, will focus this year on the 250th anniversary of the U.S. as its major marketing push in addition to more business-oriented spending and a provocative social media campaign for Jeep featuring a singing fish it launched this week.
Nissan Motor, which last advertised during the Super Bowl in 2022, is also experimenting this year with parallel advertising.
The Japan-based automaker on Friday released a comedic, high-energy “Big Game” social media ad promoting a chips-and-dip holder for its Nissan Rogue SUV. The “Nissan Dip Seat” ad stars chef and “The Bear” actor Matty Matheson promoting the fictional product. It also promotes a sweepstakes to win one of the vehicles.
“One of the key things for us is that we wanted to kind of find a way that was more social in nature. It’s been a part of what our overall strategy has been this year,” Nissan U.S. CMO Allyson Witherspoon told CNBC.
Witherspoon declined to discuss the cost of the spot, but confirmed it was less than it would have spent to air a traditional Super Bowl ad.
Others, such as Honda Motor, will look to the Olympics as their major ad spending. Honda is sponsoring U.S. Olympic and Paralympic teams for the Winter Games in Milan this year as well as at the 2028 Summer Games in Los Angeles.
“Super Bowl is one moment in time. The Olympics has so many verticals you can dip into and tell these stories,” said Ed Beadle, who leads marketing for American Honda Motor.
The opening ceremony for the Winter Olympics took place on Friday in Milan. It also kicks off a month that Comcast’s NBCUniversal — which will be airing the Olympics, Super Bowl and NBA All-Star weekend — has coined “Legendary February.”
2026 ads
GM remains a wild card for this year’s game, as the only automaker to not prerelease its ad. The Detroit automaker is using the Super Bowl to launch its Cadillac F1 team, including revealing the look of its first livery car to a national audience.
The automaker last month showed a design prototype of the vehicle in Detroit, including at the city’s auto show, but it has not released any information about the commercial.
Toyota, the NFL’s official automotive partner, is expected to air two 30-second ads focused on family connections.
One called “Superhero Belt” shows a grandson and a grandfather switching roles over the years and telling each other to secure their seatbelts. The other features athletes including NFL wide receiver Puka Nacua meeting their younger selves.
Volkswagen’s ad resurrects the automaker’s well-known 1990s campaign for a new generation of customers, as part of a marketing drive called “The Great Invitation: Drivers Wanted.”
The new campaign, including a 30-second Super Bowl spot, features many of the automaker’s vehicles being driven around to House of Pain’s 1992 hit “Jump Around.”
— CNBC’s Lillian Rizzo contributed to this report.
Disclosure: CNBC parent Versant is carrying NBC Sports-produced Olympic coverage on its networks, including USA Network and CNBC.
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Business
United Airlines flight attendants ratify new contract with 31% raises this summer
A United Airlines plane approaches the runway at Denver International Airport on March 23, 2026.
Al Drago | Getty Images
United Airlines flight attendants approved a new five-year labor contract with 31% average raises to base pay by August and other improvements, marking the last of the major carriers with unionized flight crews to reach a deal post-Covid.
The labor deal would give United’s roughly 30,000 flight attendants their first raises in close to six years. The company and the flight attendants’ union reached a preliminary deal in March. Crews had rejected a contract last year.
The union said the contract won 82% approval from the flight attendants, with close to 90% of them voting.
“The contract will immediately change the lives of United Flight Attendants, especially our thousands of new hires who have been hired since the pandemic,” said Ken Diaz, president of the United chapter of the Association of Flight Attendants.
The contract also includes boarding pay, or pay for when the aircraft’s door is open and travelers are getting on. Airlines had for years started flight attendants’ pay clock once the boarding door was closed.
The contract comes with a roughly 7% to 8% increase in compensation and $741 million in back pay, as well as quality-of-life improvements like restrictions on red-eye flights and “sit pay” during disruptions of more than 2½ hours.
Business
Pound wobbles and bonds suffer as Starmer battles on
Stocks struggled on Tuesday, although blue chips proved resilient, amid a triple whammy of domestic political strife, surging US inflation and a lack of progress in the Middle East.
The FTSE 100 closed down just 4.11 points at 10,265.32. The FTSE 250 ended down 341.66 points, 1.5%, at 22,466.20, and the AIM All-Share fell 11.75 points, 1.4%, at 810.66.
The pound fell to 1.3505 dollars on Tuesday afternoon from 1.3651 dollars on Monday. Against the euro, sterling was lower at 1.1517 euros from 1.1584 euros on Monday.
The yield on UK 10-year gilts traded at 5.10%, up from 5.01% the day before.
Prime Minister Sir Keir Starmer defied calls for him to quit, despite a growing number of Labour MPs demanding that he steps aside.
“The Labour Party has a process for challenging a leader and that has not been triggered,” Sir Keir told ministers during crunch talks over his future, as no one person has stepped forward to challenge him yet.
“The country expects us to get on with governing. That is what I am doing and what we must do as a Cabinet,” he added.
More than 80 of Labour’s 403 MPs have now called for Sir Keir to quit immediately, or to set out a timetable for his resignation, including some ministers.
Banks sold off, amid reports of a possible windfall tax on the sector should there be a change at the top of the Government.
“Banks narrowly avoided a higher tax rate at the last budget, but our base case now assumes the UK banking surcharge to increase from 3% to 5%,” said the banking team at JPMorgan.
NatWest fell 3.2%, Lloyds Banking Group dipped 4.4% and Barclays declined 3.6%.
Meanwhile, the surging bond yields weighed on interest rate-sensitive housebuilders, with Barratt Redrow down 4.1% and Taylor Wimpey 2.4% lower.
Adding to the uncertain mood was another spike in the oil price as the impasse in the Middle East carried on.
Iran’s chief negotiator said on Tuesday that Washington must accept Tehran’s latest peace plan or face failure, after US President Donald Trump warned a truce was on the brink of collapse.
“Relations between Washington and Tehran appear to be more strained than at any time since the original ceasefire was announced just over a month ago,” observed David Morrison at Trade Nation, suggesting that hostilities could “resume at any time”.
Brent crude for July delivery was trading at 108.07 dollars a barrel on Tuesday, up compared with 103.70 dollars at the time of the equities close in London on Monday.
In Europe on Tuesday, the CAC 40 in Paris ended down 1.0%, and the DAX 40 in Frankfurt declined 1.6%.
In New York, the Dow Jones Industrial Average was down 0.5%, the S&P 500 fell 1.0% while the Nasdaq Composite was 1.7% lower.
The yield on the US 10-year Treasury widened to 4.46% on Tuesday from 4.39% on Friday. The yield on the US 30-year Treasury stretched to 5.02% from 4.97%.
The impact of the Iran war was reflected in soaring US inflation figures for April.
Annual CPI inflation sped up to 3.8% in April from 3.3% in March, above FXStreet-cited expectations of a 3.7% rise.
Monthly, energy costs were up 5.6% in April after a 21.3% jump in March.
Excluding food and energy costs, core CPI was up 2.8% year-on-year in April, up from 2.6% in March and higher than an expected 2.7%.
Analysts explained that much of the upside in core inflation came from a spike in shelter costs.
TD Economics said the numbers reinforce why the Fed needs to remain “patient”.
“Even assuming a ‘more normal’ reading on shelter prices last month, core inflation would’ve still firmed relative to March. With secondary price effects from higher energy prices likely to intensify in the months ahead, we’re likely to see core measures of inflation drift a bit higher and hover around 3% through year-end,” the broker said.
While Bank of America said the latest increase means inflation is getting “very uncomfortable” for the Fed.
Following the data, Fed futures now place a 60% probability of a rate hike by March next year.
The euro traded slightly lower against the greenback, at 1.1729 dollars on Tuesday from 1.1782 dollars on Monday. Against the yen, the dollar was trading at 157.73 yen, higher than 157.01 yen.
Back in London, Vodafone fell back 7.0% after mixed full-year results with adjusted earnings short of hopes but adjusted cash flow ahead.
“In the stock market it’s often said that it’s better to travel than arrive, hence why shares in Vodafone dipped on robust-looking full-year results after a strong rally in the past 12 months,” said Dan Coatsworth, head of markets at AJ Bell.
Vodafone shares have risen 60% in the last 12 months.
Intertek led the risers, up 6.4%, as it said it was “reviewing” the latest takeover proposal from suitor EQT Fund Management Sarl.
Intertek has turned down three previous approaches from EQT.
On the FTSE 250, Greggs rose 8.0% after reporting higher sales in the opening weeks of 2026 and maintaining full-year expectations.
But Wickes plunged 12% after reporting mixed trading as wet weather weighed on retail demand at the start of 2026.
Gold traded lower at 4,663.87 dollars an ounce on Tuesday, from 4,733.27 dollars on Monday.
The biggest risers on the FTSE 100 were Intertek, up 320.00p at 5,300.00p, British American Tobacco, up 255.00p at 4,634.00p, Compass Group, up 1.74p at 31.93p, Imperial Brands, up 104.00p at 2,832.00p and London Stock Exchange Group, up 328.00p at 9,348.00p.
The biggest fallers on the FTSE 100 were Vodafone Group, down 8.45p at 111.95p, 3i Group, down 116.00p at 2,400.00p, St James’s Place, down 52.50p at 1,154.50p, Lloyds Banking Group, down 4.28p at 94.06p and Marks & Spencer, down 13.60p at 308.90p.
Wednesday’s global economic calendar has eurozone industrial production and GDP data, the King’s Speech in the UK and US PPI figures.
Wednesday’s local corporate calendar has a trading statement from Spirax Group.
Contributed by Alliance News
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