Automakers spent an estimated $274.3 million on national TV spending in November, down 8.9% compared to a year ago. Year-to-date through Dec. 14, spending is down 15.8%, according to iSpot. tv. TV ad impressions were down 18.5% in November to 25.2 billion. But year-to-date impressions were up 4% to 306.6 billion.
Automotive national TV spending declined 18.1% in June despite big sports buys, according to iSpot.tv. The estimated national TV spending by automakers was $128.7 million, compared to $157.2 million in June 2022. Impressions for the month rose 7% to 27.9 billion, up from 26.1 billion in June 2022. The top five brands by estimate national TV ad spend were Lexus ($12.8 million), Kia ($12.7 million), Chevrolet ($11.7 million), Toyota ($10.6 million) and Nissan ($8.9 million).
Automakers spending on TV is trending upward based on November figures. Collectively, the brands spent an estimated $550.9 million according to iSpot.tv — about a 4.4% increase year over year — and an 8.2% increase over spend in October 2020. Ford spent the most ($57.2 million), followed by Toyota ($51.1 million), Nissan ($49.6 million), Chevrolet ($43.4 million) and Hyundai ($42.8 million).
Nissan will boost its marketing outlays by nearly 60% from last year and more than double the dealer sales-volume bonuses to help drive foot traffic at stores and lift dealer profitability.
Hudson MX, a cloud-based modern software company solving the problems of local media, and ratings provider Comscore, today unveiled a strategic partnership that will let buyers of local TV purchase inventory […]
Released today, Borrell Associates’ annual automotive advertising assessment finds that “dealers have begun an even stronger scale-back of expenditures in broadcast and print media,” as “dealers’ love affair with digital media is thinning the traditional-media pack.” Dealership consolidation and stagnation are also major factors in an auto advertising category expected to be $37.5 billion this year.
Exclusives
Longtime automotive industry executive Steven Sturm is brought on board to help grow the association’s core business development capabilities in the important automotive category.
Local TV + Auto Sales = Well-Oiled Machine
TVB CEO Steve Lanzano: “Each advertising dollar invested by an auto dealership in local broadcast television has a tangible impact upon its success in moving cars off its lot. It’s nearly a one-for-one relationship.”
Local TV stations continue to tout their advertising strength and sales performance for automakers — something it will need headed into 2013. TVB, the TV stations’ advertising marketing group, says TV continues to be the best driver of automotive marketers — and local TV stations the biggest ad category.
