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Automakers mainly skip 2026 Super Bowl advertising

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Automakers mainly skip 2026 Super Bowl advertising

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.

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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 advertising during the Super Bowl. He said a company has to have the right product, ad campaign, and, of course, capital to stand out and get a return on their investment.

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“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 grown sports advertising in addition to embracing more streaming and regional advertising over a 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.

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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 instead 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, also is experimenting this year with parallel advertising.

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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.

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“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 is set to take place 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.

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Toyota, which is the official automotive partner of the NFL, is expected to air two 30-second ads focused on family connections.

One called “Superhero Belt,” shows a grandson and grandfather switching roles throughout the years and telling the other to secure their seatbelts. The other has not been released.

Volkswagen’s ad resurrects the automaker’s well-known 1990s ad campaign for a new generation of customers in 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.”

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— 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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How to Choose the Right Penetration Testing Services in the UK

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How to Choose the Right Penetration Testing Services in the UK

With cyber threats on the rise, businesses across the UK are prioritizing security more than ever before. Penetration testing plays a critical role in identifying vulnerabilities before they can be exploited.

However, selecting the right provider can be challenging, especially with so many options available. Choosing reliable penetration testing services in the UK requires a clear understanding of your needs, industry standards, and what to look for in a trusted partner.

Understand Your Business Requirements

The first step in choosing the right service is identifying your specific security needs. Different businesses require different types of testing, such as web application testing, network security assessments, or cloud infrastructure evaluations.

For example, an e-commerce business may prioritize application security, while a financial organization may prioritize compliance and data protection. Understanding your systems, risk exposure, and regulatory requirements will help you select services that are tailored to your business.

Check Certifications and Industry Standards

Reputable providers follow recognized frameworks and hold relevant certifications. When evaluating providers offering penetration testing services UK, look for qualifications such as CREST, CHECK, or ISO certifications.

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These certifications indicate that the company adheres to industry best practices and employs skilled professionals. Working with certified providers ensures that your testing is conducted thoroughly and meets compliance requirements.

Evaluate Testing Methodology and Approach

Not all penetration tests are created equal. Some providers rely heavily on automated tools, while others combine automation with manual testing for deeper insights.

A reliable provider will use a structured methodology that covers all potential entry points and simulates real-world attack scenarios. They should also provide detailed reports that include not only identified vulnerabilities but also actionable remediation recommendations.

Understanding how the testing is conducted helps ensure you receive meaningful and accurate results.

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Assess Communication and Ongoing Support

Effective communication is essential throughout the testing process. A good provider will clearly explain their findings, helping both technical and non-technical stakeholders understand the risks.

Look for companies that offer ongoing support after the test is completed. This may include guidance on fixing vulnerabilities, follow-up testing, and continuous monitoring. Strong communication and support can significantly improve your overall security strategy.

Balance Cost with Quality and Value

While cost is an important factor, it should not be the sole deciding point. Cheaper services may lack depth or fail to identify critical vulnerabilities, leading to higher future costs.

Instead, focus on value. High-quality penetration testing helps prevent data breaches, ensures compliance, and protects your business reputation. Investing in a reputable provider is a long-term investment in your organization’s security.

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Final Thoughts

Choosing the right penetration testing provider is a crucial step in strengthening your cybersecurity posture. By understanding your needs, verifying certifications, and evaluating methodologies, you can make an informed decision.

With the right penetration testing services UK, your business can proactively identify risks, protect sensitive data, and stay ahead of evolving cyber threats.

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Clutch Towing Inc. is a Brooklyn-founded towing company that reflects a practical idea carried out with discipline: show up, work safely, and treat people with respect.

Established in 2020, the business began during a period of uncertainty. While many industries slowed, the founder saw a steady need on the roads. “Towing is not optional,” he says. “If your car breaks down, you need help.” That insight shaped the company’s early direction.

Starting in Brooklyn, Clutch Towing focused on fast response times and clear communication. The work was hands-on from day one. Long hours. Emergency calls. Real-world problem solving. “In the beginning, it was about proving that we would show up,” the founder explains.

Over time, the company expanded beyond everyday roadside calls. Today, it supports both individual drivers and commercial operators across New York City and parts of New Jersey. Heavy-duty towing became a key part of its growth, requiring greater planning, safety awareness, and operational focus.

Clutch Towing’s leadership approach is grounded in consistency rather than scale. The company emphasises careful vehicle handling, fairness in pricing, and professionalism in high-stress situations. “We move fast, but we don’t rush carelessly,” the founder says.

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In a demanding urban environment, Clutch Towing has built its reputation by doing the basics well. Its role in the industry is clear: provide dependable service when it matters most, and contribute to safer roads through awareness and accountability.

Inside Clutch Towing: Building Reliability in NYC

Q: Let’s start at the beginning. What led to the founding of Clutch Towing in 2020?

A: We started Clutch Towing during a time when a lot of businesses were uncertain. But towing is different. “If your car breaks down, you need help.” That need is constant. We saw an opportunity to build something practical and dependable. The goal was simple from day one. Help people during stressful situations.

Q: What were the early days like in Brooklyn?

A: Very hands-on. Long hours and a lot of emergency calls. We focused on proving reliability. “In the beginning, it was about showing that we would show up.” That built trust. Word spreads quickly in a place like New York if you are consistent.

Q: What makes operating in New York City unique for a towing company?

A: Traffic changes everything. “In NYC traffic, minutes matter.” You need to be efficient and prepared. There is no room for delays. But at the same time, you cannot rush carelessly. You have to balance speed with safety.

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Q: How did you approach building that balance?

A: We made it part of the culture. “We move fast, but we don’t rush carelessly.” Every job requires attention. Whether it is a small car or a commercial vehicle, the handling matters. That mindset carries through the whole operation.

Q: When did the business begin to expand beyond basic towing?

A: As demand grew, we started working more with commercial vehicles, fleet owners, and repair shops. Heavy-duty towing became a bigger part of what we do. That required more planning and stronger safety standards. Larger vehicles bring more responsibility.

Q: What have you learned from working with commercial operators?

A: Time and reliability are critical. A breakdown affects more than one person. It can impact schedules, deliveries, and operations. “When a work vehicle goes down, it’s not just about the driver.” That changed how we think about service.

Q: How important is communication in your work?

A: It is essential. People call us when they are stressed. “Clear communication prevents confusion.” We explain what is happening, what to expect, and how long it will take. That helps people stay calm.

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Q: What are some common mistakes drivers make during roadside situations?

A: A lot of people panic. They forget to turn on hazard lights or they stand too close to traffic. “In busy traffic, a disabled vehicle becomes a hazard quickly.” Awareness is key. Small steps can reduce risk.

Q: How has your experience shaped your view on road safety?

A: It has made it a priority. Every call involves some level of risk. “You’re not just moving a vehicle, you’re protecting people.” That includes the driver, our team, and others on the road. Safety has to come first.

Q: What values guide Clutch Towing as a business?

A: Reliability, integrity, and accountability. If we say we are coming, we show up. If there is an issue, we address it. “We stand for professionalism and accountability.” That consistency matters more than anything else.

Q: Looking back, what has been the most important idea behind your growth?

A: Keeping things simple. Show up. Communicate clearly. Do the job properly. “Our mission is simple: deliver dependable towing services with integrity and safety.” That has guided every decision.

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Q: How do you define leadership in your industry?

A: It is not about being the biggest. It is about being dependable. “We want to be known as the team that shows up when it matters most.” If you can do that consistently, you are leading in this space.

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Is Kuwait International Airport Open Today? Airport Still Remains Closed Due To Drone Attacks

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Kuwait International Airport

KUWAIT CITY — Kuwait International Airport did not open or resume normal operations on Monday as regional conflict continued to disrupt aviation in the Gulf nation, with repeated Iranian-linked drone strikes damaging critical infrastructure including radar systems and fuel facilities.

Kuwait International Airport
Kuwait International Airport

As of March 30, 2026, the airport stayed closed to regular commercial passenger and most cargo flights, according to official statements and flight tracking data. No new inauguration or reopening occurred despite earlier speculation and social media rumors about possible partial operations or a new terminal launch. Kuwait’s Directorate General of Civil Aviation has maintained the suspension that began in late February following the escalation of the 2026 Iran-related regional war.

Multiple drone attacks have targeted the airport since early March. Strikes on March 12 and 14 damaged the radar installation, while a later assault hit a fuel tank, sparking a fire with limited material damage and no reported casualties. An earlier incident on Feb. 28 also affected Terminal 1. Officials attributed the attacks to Iran or its proxies, prompting heightened security measures and contingency planning across Gulf aviation hubs.

The closure has stranded thousands of travelers and forced airlines, including national carrier Kuwait Airways and low-cost Jazeera Airways, to suspend or reroute services. Some operations have shifted to alternative airports, such as Qaisumah International Airport in Saudi Arabia, located about 2.5 hours by road from Kuwait. Passengers holding confirmed bookings with Kuwait Airways have been advised to register for repatriation flights followed by land transport, with a previous registration deadline of March 6 for certain groups.

Authorities have urged the public not to travel to the airport and to contact airlines directly for the latest updates. Flight status pages showed no scheduled commercial arrivals or departures as of Monday, with messages indicating suspended services. Emergency protocols and backup systems have allowed limited continuity in some cases, but full commercial operations remain grounded pending safety assessments and repairs.

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The disruptions come as Kuwait pushes forward with a massive $5.8 billion modernization program centered on a new Terminal 2. Designed by Foster + Partners and constructed by Turkey’s Limak İnşaat, the futuristic 700,000-square-meter facility aims to boost annual capacity to 25 million passengers and position Kuwait as a regional aviation hub. Construction stood at around 81% complete by late 2025, with civil works targeted for completion by Nov. 30, 2026, followed by testing and trial operations before full passenger services in the final quarter of the year.

No soft opening, trial runs or partial inauguration took place in March despite unverified online claims. Officials have repeatedly clarified that Terminal 2 remains on schedule for late 2026, with focus currently on interior fit-outs, baggage systems, security infrastructure and sustainability features targeting high environmental standards. The project includes advanced design elements such as a tri-wing concrete-shell roof, natural daylight optimization and explosion-resistant facades suited to the region’s conditions.

Existing facilities continue to handle minimal non-commercial activity where possible, but the primary Terminal 1 — originally designed by architect Kenzo Tange and opened in 1979 — along with dedicated terminals for Kuwait Airways and Jazeera Airways, have been impacted by the security situation. A new runway and air traffic control tower opened in 2025 as part of earlier expansion phases, providing some operational resilience.

The broader regional conflict, which intensified with strikes involving Israel, the United States and Iran starting in late February, has ripple effects across Gulf aviation. Neighboring countries have reported heightened alerts, with some airports implementing additional security or temporary adjustments. Kuwait’s Civil Aviation Authority has coordinated with international partners to evaluate damage and restore functionality, though no firm reopening timeline has been announced as of Monday evening.

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Travelers affected by cancellations have faced challenges finding alternatives, with road and limited air connections via Saudi Arabia serving as primary options for stranded passengers. Airlines have extended waiver policies for changes and refunds in many cases, while governments have activated repatriation plans for citizens abroad.

Longer-term, the new Terminal 2 project represents Kuwait’s vision for post-conflict aviation growth. Once operational, it is expected to feature state-of-the-art passenger amenities, including spacious lounges, efficient processing systems and capacity for large aircraft such as the Airbus A380. The terminal’s design emphasizes cultural hospitality elements, such as a waterfall feature in the baggage claim area, alongside energy-efficient technologies.

Experts note that successful recovery will depend on stabilizing the security environment, completing infrastructure repairs and rebuilding passenger confidence. The airport’s role as a connector between Europe, Asia and Africa makes its full resumption strategically important for Kuwait’s economy, tourism and business links.

In the meantime, the Public Authority for Civil Aviation continues to monitor the situation closely. Passengers planning travel are encouraged to check official airline websites, the Kuwait Civil Aviation Authority channels and global flight trackers for real-time information. Those with existing bookings should avoid heading to the airport until services resume.

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The incident highlights vulnerabilities in regional aviation infrastructure during periods of geopolitical tension. Similar challenges have affected other Gulf airports in recent weeks, prompting calls for enhanced air defense coordination and diversified routing options.

Kuwait International Airport, prior to the current suspension, served as the country’s main gateway with growing international connections. Its modernization drive, including the Terminal 2 expansion, was intended to handle rising passenger volumes and compete with larger hubs in Dubai, Doha and Abu Dhabi.

As repairs and security evaluations proceed, aviation officials emphasize that safety remains the top priority. Contingency measures, including backup radar capabilities where available, help mitigate immediate risks, but full commercial reopening requires comprehensive verification.

For the thousands impacted, the wait continues amid efforts to facilitate safe returns and alternative travel arrangements. Updates from Kuwaiti authorities and airlines will be critical in the coming days as the situation on the ground evolves.

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The story remains fluid, with potential developments tied to broader diplomatic and security developments in the Middle East. Travelers and stakeholders are advised to stay informed through verified official sources.

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