Automotive national TV spending witnessed 18% drop in June
By Felicia Nwosu
Mediapost through iSpot.tv has disclosed that irrespective of big sports buys that were witnessed, automotive national TV spending weakened by 18.1% in June per iSpot.tv.
The report pointed out a clear difference between the previous year where 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.
From the analysis, it was clear that 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).
The most-seen automaker ads by share of household TV ad impressions for the month were: Alfa Romeo: Our Heritage (3.22%); Chevrolet: Stay Connected, Safe and Charge
(2.72%); Ram Trucks: For Every Season (2.35%); Subaru: The Leukemia & Lymphoma Society: Loves to Care (1.99%); and Subaru: The Result Are In (1.78%).
It was a lucky period for Lexus who upped its estimated June national TV ad investment by 19.2% year-over-year, with a notable 88% YoY increase in outlay during the U.S. Open Golf Championship.
It was not so impressive for Kia as it witnessed a negative outlook by decreasing in its estimated national TV ad spend about 7.4% year-over-year, but spent more with specific programs like “The Big Bang Theory” (up 34.7%) and “America’s Funniest Home Videos” (up 241%). Chevrolet focused its June 2023 outlay toward the NBA Finals and the U.S. Open (the brand did not spend during the 2022 U.S. Open), per iSpot.tv.
Meanwhile, the top five brands by share of automaker household TV ad impressions in June 2023 were Chevrolet (10.12%), Lexus (8.02%), Toyota (7.97%), Hyundai (7.12%) and Kia (5.95%).
Foreseeing the future of the various auto brands as each gets set to hit the ground running with busy seasonal sales ahead of the upcoming summer,Stuart Schwartzapfel, executive vice president, media partnerships at iSpot.tv noted that,
“The summer months are crucial for automakers between summer sales and moving as much 2023 inventory as possible before 2024 vehicle pushes begin in earnest,”, June showcased how auto marketers are utilizing a combination of premium sporting events, news and more Spanish-language programs to continue to find ad reach,” he said.
He mentioned that the biggest estimated spend increases among top 15 brands by spend, June 2023 vs. June 2022 were Alfa Romeo, which did not spend at all last June.While adding that other increases were Mercedes-Benz (+91.33%), Dodge (+ 32.0%), Lexus (+19.15%) and Chevrolet (+13.99%).
The iSpot.tv. also showed that Alfa Romeo, which has advertised minimally on national TV in recent years, burst on the scene in June with a spend of $6.2 million around a single spot promoting the Tonale. This, it remarked that, although reality programming was the top overall genre by spending for Alfa Romeo (about 14%), SportsCenter was the No. 1 program (about 4%).
Mercedes-Benz’s year-over-year June spend increase is due in part to the U.S. Open Golf Championship, which comprised nearly 20% of the brand’s total outlay for the month (it did not spend during the 2022 event).
The brand also upped its investment in the news genre by almost 200% year-over-year, with “Jesse Watters Primetime” as the top news program by June spend and the No. 2 program overall for outlay (the U.S. Open was No. 1).
The top programs for automakers by share of household TV ad impressions in June 2023 were NBA (2.23%), 2023 U.S. Open Golf Championship (1.46%), SportsCenter (0.90%), MLB (0.90%) and 2023 Men’s College World Series (0.65%).
In June, NBA games accounted for the most automaker TV ad impressions for the third straight month, and brands focused impressions on other sporting events as well, per iSpot.tv.
Automotive brands increased TV ad impressions by 72.2% during the U.S. Open compared to June 2022, and Men’s College World Series ad impressions grew by 58.2% year-over-year.
The top networks for automakers by share of household TV ad impressions for June 2023 were ABC (3.75%), NBC (3.15%), ESPN (2.71%), Fox News (1.86%) and Univision (1.68%), per iSpot.tv.
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