Ram Trucks Drives Up Automaker Streaming TV Ad SOV
Ram Trucks had an 11.77% streaming TV ad SOV in 2024, far above its 4.68% share on linear TV.
With streaming continuing to eat away at traditional linear TV’s viewership, it’s becoming more important for brands to include those platforms in their advertising mix. Industry breakouts can reveal notable differences in TV advertising strategies, with some brands having a significantly larger share of TV ad impressions on streaming compared to national linear TV, and vice versa.
An iSpot analysis of automaker brands highlights how Ram Trucks went full throttle on streaming in 2024, while Toyota cruised ahead in national linear TV.
- Ram Trucks was No. 10 by share of linear TV ad impressions, but was No. 1 on streaming, with 11.77% of ad impressions SOV.
- Toyota’s 10.19% share on linear was fueled largely by sports including the NFL, the NBA and the 2024 Paris Olympics. On streaming, Toyota ranked No. 13 for automaker ad SOV.
- Ford, Nissan, Kia and Honda all had relatively similar ad SOVs on streaming and linear, suggesting a more balanced approach to reach key audiences.
Today’s fragmented entertainment landscape necessitates a unified approach to TV measurement — get in touch with an analyst at The Measure to learn more about iSpot's streaming competitive data.
