Where Car Brands Are Missing Auto Intender Audiences

Automakers are everywhere on TV, of course, as those brands utilize the medium for wide-reach campaigns. Despite the focus on putting advertising in front of as many consumers as possible, though, there are also programs that reach a larger number of potential purchasers – as highlighted in a new industry transparency report from iSpot.

• As one may expect, NFL and college football games have the highest overlap with "likely" to "extremely likely" auto intenders compared to everything else on TV – at 72.6% and 67.0%, respectively.
• Many of the top programs (which were sports-heavy) for auto intenders are also top programs for automaker ads already, indicating a clear capitalization on both sides in finding the right audience for these spots.
• At the same time, though, the data also shows where there are missed opportunities: NBC Nightly News With Lester Holt was No. 5 by auto-intender overlap (56.2%), but just 88 automaker ads aired during the program in 2024.

Want to dive into additional automaker ad performance trends before the Super Bowl and this year's upfronts? Download iSpot's report, and contact an analyst at The Measure for a discussion on the findings and how these solutions can do more for your TV ad approach.