Sign in Subscribe
TV

Kia Leads for Automakers TV Ad Spend in May

Automakers spent an estimated $156.2 million on national TV ads during the month.

Eleanor Semeraro

• 1 min read
Kia Leads for Automakers TV Ad Spend in May
Photo by David von Diemar / Unsplash

Estimated national TV ad spend in May for the automotive industry was down about 19.2%  year-over-year, according to iSpot.tv data recently shared with MediaPost. Auto brands spent an est. $156.2 million, compared to $193.3 million in May 2022. Total household national TV ad impressions, on the other hand, were up about 3.9% year-over-year to 27.4 billion.

  • The top five auto brands by estimated outlay were Kia ($17.2 million), Lexus ($13.2 million), Toyota ($12.2 million), Ram Trucks ($11.4 million) and Chevrolet ($11.1 million).
  • The top five brands by share of automaker household TV ad impressions in May were Chevrolet (10.08%), Toyota (9.09%), Lexus (8.64%), Hyundai (7.45%) and Ram Trucks (7.12%).
  • Chevrolet owned two of the most-seen automaker ads by share of household TV ad impressions for the month: Big Life (2.40% impressions SOV) and A Whole New Level (1.73%).
  • May's top programs for automakers by share of household TV ad impressions were NBA (6.24%), SportsCenter (1.33%), NHL (1.32%), Law & Order: Special Victims Unit (0.67%) and MLB (0.52%).