US auto industry spent $456 million on TV advertising in Q1 2020

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 29, 2020, 2:05 AM UTC

TV analytics firm, Alphonso, studied viewership data across 15 million smart TV households.

The report found that the US auto industry spent $456 million on TV advertising in Q1 2020. Toyota at $60.7 million was the top spender in the category, followed by General Motors and Fiat Chrysler Automobiles who spent $48.7 and $48.4 million respectively.

Further, among the top six brands that spent on TV ads, those that also advertised in the Super Bowl include Toyota, Hyundai, and Jeep. Mazda spent $9.9 million on 3,185 airings of its “Feel Alive” spot, while Toyota spent $9.4 million for three airings of its spot.

Nissan’s “Refuse to Compromise” TV campaign resulted in a 27.8% overall brand lift in visitors to dealerships. The automaker spent $7.1 million for 2467 airings for its spot.

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