Lexus Leads for Automaker TV Ad Spend in June

Estimated national TV ad spend in June for the automotive industry declined 18.1% year-over-year, according to iSpot data recently shared with MediaPost. Total outlay for national TV ads during the month was $128.7 million vs. $157.2 million in June 2022. Meanwhile, TV ad impressions were up 7% year-over-year to 27.9 billion.

• The top five brands by outlay were Lexus ($12.8 million), Kia ($12.7 million), Chevrolet ($11.7 million), Toyota ($10.6 million) and Nissan ($8.9 million).
• The top five brands by share of automaker household TV ad impressions were Chevrolet (10.12%), Lexus (8.02%), Toyota (7.97%), Hyundai (7.12%) and Kia (5.95%).
• 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. Other brands increasing spend year-over-year included Mercedes-Benz (+91.33%), Dodge (+ 32.0%), Lexus (+19.15%) and Chevrolet (+13.99%).
• June's top programs for automakers by share of household TV ad impressions 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%).