Automakers Not Worried About Decline In NFL Ratings, But Watching Carefully

Automakers, who are "by far the biggest-spending advertisers" on NFL broadcasts, are "not yet" worried about the dip in TV ratings this season, according to Vince Bond Jr. of AUTOMOTIVE NEWS. Analysts are "quick to point out that the NFL is still a perennial ratings leader." However, brands like Hyundai and Nissan are "watching closely as America's favorite TV sport shows rare signs of vulnerability." Hyundai "landed the prized NFL sponsorship" in '15 and has been "happy with the arrangement thus far." Hyundai said that the presidential election is the "likely culprit behind the lower ratings." Toyota Motor Sales VP/Marketing Jack Hollis said that the short-term ratings decline is "no cause for concern and, if anything, Toyota is looking at increasing its NFL ad spend." Hollis: "It will only be a problem if you see it decreasing over multiple years, then we'll revisit that strategy, but I don't see that being the case." Bond noted Nissan is a "big NFL advertiser," but it also "hedged its bets with a broad sponsorship deal in college athletics." Nissan North America VP/Marketing Communications & Media Jeremy Tucker said that the company's NFL ad spend is "down slightly this season as it devotes more resources to its college initiative" (AUTONEWS.com, 11/13).