Automaker TV spending dips, Toyota leads with most spend

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 04, 2021, 6:05 PM UTC

Compared to last year, national TV spending by automakers declined 11% to $312.3 million from $351.5 million last year. 

TV ad impressions in October 2021 also fell to 27.4 billion from 27.8 billion in 2020. Toyota led other automakers with the most spend at $39.7 million. Ford ($31.7 million), Hyundai ($29.6 million), GMC ($24.1 million) and Chevrolet ($21.9 million) followed Toyota

About 83% of Toyota’s national TV ad spend came during the NFL games, followed by MLB Games (6.5%) and NBA (1.3%). The most significant increase in spending by the top 15 brands in October 2021, compared to last year, was recorded by Mercedes-Benz at 69.6%. 

Kia (30.1%) came second while Jeep (20.6%) placed third. Mercedes-Benz focussed most of its spending on football events. The top networks scoring automaker TV ad impressions in October this year were NBC (11.4%), FOX (11.4%) and CBS (10.6%).

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