Auto-less Super Bowl Teams, Ad Takeover, Consumer Optimism

Shoot us a Text.

Welcome to a big week for the Auto Industry as we head into the NADA Show. But first we’re talking about the new Super Bowl outlook for the industry, a new ad platform on the market, as well as a growing, positive consumer sentiment about the economy. 

Now that Automotive’s team, the Detroit Lions, were eliminated from SuperBowl contention last night by the San Francisco 49ers, it looks like the industry will be back to talking about the manufacturers who will be running commercials during the big game in two weeks. 

• Toyota has done an about face on their initial decision to skip the big game and is now set to make a big splash at Super Bowl LVIII with a national TV advertisement and engaging experiential activities, the company views its decision to participate in the Super Bowl  as a perfect opportunity for a high-impact creative execution as the timing coincides with the launch of the 2024 Toyota Tacoma
• BMW, Volkswagen, and Kia are already building hype around their big game content

Amazon is shaking up the streaming world by introducing ads to Prime Video, a move expected to add over $5B to its existing $38 billion ads business. Starting today, Prime Video viewers will encounter instream ads placing Amazon in direct competition with traditional linear-TV giants and streaming services.

• Amazon is leveraging its massive amount of consumer data as 70% of American households have an account, making it a highly attractive platform for advertisers targeting the fragmented streaming audience.
• Despite some pushback, Amazon's proposed ad rates are competitive with streaming rivals, positioning it strongly in the market, targeting $30-35 CPM
• Jon Morgenstern, the executive vice president and head of investment at the ad holding company VaynerX, said he’d like to see the cost come down to the high teens, but added if the business results can be tracked back, it doesn’t matter what the cost is. 
• If you’d prefer to skip the ads, it will cost you an additional $3 per month 

Regardless of who your favorite NFL team is, Americans are feeling a surge of optimism about the economy.  Rising stock prices, falling gas prices, and lower egg prices are responsible for this shift in sentiment, marking the end of what experts are calling the "vibecession"

• The soaring stock market, including record highs for the Dow and S&P 500, has contributed to a nationwide mood boost, influencing even non-investors.
• A significant drop in gas prices, with the national average falling to $3.096 per gallon, from a high of over $3.44 a year ago and over $5 in 2022 has eased financial pressure on consumers

Join Paul J Daly and Kyle Mountsier every morning for the Automotive State of the Union podcast as they connect the dots across car dealerships, retail trends, emerging tech like AI, and cultural shifts—bringing clarity, speed, and people-first insight to automotive leaders navigating a rapidly changing industry.

Get the Daily Push Back email at https://www.asotu.com/

JOIN the conversation on LinkedIn at: https://www.linkedin.com/company/asotu/