Shifts in Automotive Advertising During Super Bowl
Written by Emily J. Thompson, Senior Investment Analyst
Updated: 1d ago
0mins
Should l Buy STLA?
Source: CNBC
- Declining Ad Spend: According to iSpot, automakers' share of Super Bowl ad minutes has plummeted from 40% in 2012 to just 7% by 2025, reflecting tightening budgets and uncertainty in the automotive sector, which diminishes brand visibility and competitive edge.
- Super Bowl Advertising Strategy: With only General Motors, Toyota, and Volkswagen expected to air ads totaling around two minutes, this indicates that the automotive industry is still seeking effective advertising strategies amidst high costs and market volatility to ensure a return on investment.
- Cost Pressure on Ads: The average cost for a 30-second Super Bowl ad is $8 million, leading many automakers to opt out of participation, reallocating their advertising budgets to other channels, which impacts their overall market promotion strategies.
- Future Advertising Directions: Automakers are shifting towards more sports and streaming advertisements; despite the reduction in Super Bowl ads, they still account for 60% of spending on live sports, demonstrating adaptability and innovation in their advertising approaches.
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Analyst Views on STLA
Wall Street analysts forecast STLA stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for STLA is 11.81 USD with a low forecast of 9.33 USD and a high forecast of 15.15 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.
14 Analyst Rating
7 Buy
7 Hold
0 Sell
Moderate Buy
Current: 9.540
Low
9.33
Averages
11.81
High
15.15
Current: 9.540
Low
9.33
Averages
11.81
High
15.15
About STLA
Stellantis N.V., formerly Fiat Chrysler Automobiles N.V., is a holding Company based in the Netherlands and operates as an automaker and a mobility provider. The Company is engaged in designing, engineering, manufacturing, distributing and selling vehicles, components and production systems. The Company has industrial operations in more than 30 countries and sells its vehicles directly or through distributors and dealers in more than 130 countries. The Company designs, manufactures, distributes and sells vehicles for the mass-market under the Abarth, Alfa Romeo, Chrysler, Dodge, Fiat, Fiat Professional, Jeep, Lancia and Ram brands. In addition, the Company designs, manufactures, distributes and sells luxury vehicles under the Maserati brand. The Company's brand portfolio also includes Peugeot, Citroen, DS Automobiles, Opel and Vauxhall. It offers a wide variety of vehicle choices from luxury and mainstream passenger vehicles to pickup trucks, sport utility vehicle (SUVs).
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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- Management Statement: CEO Antonio Filosa stated that these charges reflect not only a misjudgment of market demand but also highlight previous operational execution shortcomings, emphasizing that the new team is progressively addressing these issues to restore the company's competitiveness.
- Electrification Transition Challenges: Stellantis's business overhaul aims to accelerate the rollout of electric and hybrid vehicles; however, the inflated expectations may lead to misallocation of resources, potentially impacting the company's long-term strategic goals and market positioning.
- Potential Market Reaction Impact: The announcement of such a substantial loss may negatively affect investor confidence, particularly against the backdrop of increasing competition in the electric vehicle market, necessitating Stellantis to implement effective measures to regain market trust.
See More
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- Consecutive Recognition: Feuell is the second consecutive Stellantis representative to receive this award, following Audrey Moore, VP and Chief Engineer for North American sedan programs, who was honored in 2025, highlighting the company's ongoing commitment to female leadership.
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- Gartner Earnings Miss: Gartner (NYSE:IT) fell 25.41% this week following the release of its fourth-quarter financial results and a downward revision of its FY26 guidance, with analysts' pessimistic outlook likely to exert further pressure on the stock.
- Reddit Stock Decline: Reddit (NYSE:RDDT) dropped 23.10% this week as multiple analysts lowered their price forecasts, reflecting market concerns over its profitability and potentially hindering its financing and expansion plans.
- Analyst Downgrades: Several analysts adjusted their price targets downward for these companies, indicating a widespread bearish sentiment regarding their future performance, which may lead investors to reassess their portfolios.
See More
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- Dow Hits Record High: The Dow Jones Industrial Average surged 2.47% to reach an all-time high, reflecting market optimism about economic recovery, particularly amid strong rebounds in tech and chipmaker stocks.
- Consumer Confidence Rises: The University of Michigan's consumer sentiment index unexpectedly increased to 57.3, surpassing expectations of 55.0, indicating enhanced consumer confidence that could drive future spending.
- Bitcoin Rebounds: Bitcoin surged over 11% from a 1.25-year low, lifting cryptocurrency-exposed stocks and signaling renewed investor interest and confidence in crypto assets.
- Strong Corporate Earnings: Over 79% of S&P 500 companies exceeded earnings expectations, with S&P earnings growth projected at 8.4% for Q4, providing robust support for the market and indicating ongoing improvement in corporate profitability.
See More
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- Market Performance: The S&P 500 Index rose by 1.10%, and the Dow Jones Industrial Average increased by 1.60%, reaching an all-time high, reflecting positive market sentiment driven by strong tech earnings results.
- Tech Stock Recovery: Gen Digital and Roblox surged over 7% and 9%, respectively, after forecasting full-year adjusted EPS and bookings above consensus, indicating a robust recovery in the tech sector that may attract more investment.
- Consumer Confidence Boost: The University of Michigan's consumer sentiment index unexpectedly rose to 57.3, a six-month high, surpassing expectations of 55.0, reflecting optimistic consumer sentiment about the economic outlook, which supports further market gains.
- Inflation Expectations Shift: While short-term inflation expectations fell, long-term expectations ticked up slightly, indicating market concerns regarding the Fed's monetary policy, which could influence future investment decisions and market volatility.
See More
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- Amazon Investment Concerns: Amazon's announcement of a $200 billion investment in data centers, chips, and other equipment led to a more than 9% drop in its stock, raising doubts about the long-term returns of its AI investments and potentially impacting future investor confidence.
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