The Big Game's Quiet Sidelines: Ford Leads Auto Industry Exodus from Super Bowl Advertising

The roar of the crowd and the clash on the field will be unmistakable come Super Bowl Sunday 2026, but one familiar sound may be conspicuously absent: the high-octane hum of a major automotive ad blitz. For the fifth consecutive year, Ford Motor Company will not be buying airtime during the broadcast, a decision that reflects a broader industry-wide retreat from what was once marketing's most coveted stage.

This move is far from an isolated budget cut. It underscores a fundamental reevaluation within the auto sector of how to reach customers in a fragmented media landscape. "The Super Bowl remains a cultural juggernaut," says industry analyst Marcus Chen of AutoTrends Advisory. "But for automakers, the calculus has changed. The sheer cost—now well over $7 million for 30 seconds—demands a tangible return that's harder to guarantee than brand buzz."

Ford's leadership has been vocal in its skepticism. CEO Jim Farley has repeatedly questioned the return on investment, emphasizing a pivot toward targeted, digital-first strategies that drive measurable sales. "Our marketing dollars are better spent creating ownership experiences and speaking directly to customers in the consideration phase," a Ford spokesperson stated, echoing Farley's past comments that labeled Big Game ads for EVs as a potential signal to "sell the stock."

The list of automakers sitting out 2026 is extensive. BMW, Hyundai, Kia, Honda, and Mercedes-Benz have all indicated they will not run ads, largely citing a lack of major Q1 product launches or a reallocation of budgets. According to advertising industry reports, Toyota and General Motors' Cadillac are among the very few expected to have a presence. Cadillac's planned ad is reportedly tied to the debut of its Formula 1 racing livery, a specific brand-building exercise rather than a broad sales push.

Jessica Caldwell of Edmunds notes the strategic sense behind the pullback. "Digital platforms offer precision targeting that a mass-audience event simply can't match. When you're marketing a specific truck or SUV, you want to reach in-market shoppers, not just 100 million viewers hoping for a funny ad."

The shift also mirrors broader industry pressures. As automakers navigate the capital-intensive transition to electrification and manage supply chains, marketing budgets are being scrutinized for maximum efficiency. The era of the cinematic, celebrity-driven car commercial as a Super Bowl staple—a tradition that produced countless water-cooler moments—appears to be winding down.

Fan Reactions:

"It's a smart business move, but it's a loss for the culture of the game," says David R., a longtime football fan and marketing executive from Chicago. "Those car ads were events within the event. Now, my feed will just be more crypto and snack ads."

"Good riddance," counters Sarah L., an EV advocate from Portland, her tone sharp. "Spending hundreds of millions on glitzy ads while skimping on charger infrastructure and customer service was always hypocritical. Ford finally gets that the product and the post-purchase experience are the real marketing."

"It shows how much the media world has changed," observes retired advertising creative director Robert T. from New York. "The Super Bowl is still a monolithic event, but automakers now have a universe of digital planets to advertise on. They don't need to put all their eggs in one incredibly expensive basket."

While the Super Bowl will still be packed with ads from tech, beverage, and entertainment giants, the automotive industry's fading presence marks the end of an era. For Ford and its rivals, the future of marketing is less about a single spectacular splash and more about a sustained, targeted drip.