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As the books close on Q2, we took a closer look at how auto brands managed TV advertising in the pandemic-driven programming lineup. With the go-to content of live sports largely off the table, how did automakers and agencies adjust? Our latest TV Ad Insights Report examines those responses, and we have a few highlights here.

Starting with the big picture, total US TV ad spend by auto brands was down 64% from Q1 to Q2. Toyota and Ford were the only brands to top $20MM in spend, a group that had five members in Q1. Toyota continued their pack-leading ways, spending ~20% more than Ford in the quarter. As MLB and NBA games return in Q3, what kind of rebound will we see in overall spend?

Starting with the big picture, total US TV ad spend by auto brands was down 64% from Q1 to Q2. Toyota and Ford were the only brands to top $20MM in spend, a group that had five members in Q1. Toyota continued their pack-leading ways, spending ~20% more than Ford in the quarter. As MLB and NBA games return in Q3, what kind of rebound will we see in overall spend?

The Q1 spend behemoths of the Super Bowl and NCAA hoops  explain part of the dropoff, but the disappearance of the regular cadence of in-season games also presented a challenge. Morning shows and prime time programming moved up the spend chart, with Today going from #8 in Q1 to the top spot in Q2. Today paired with Law & Order: SVU at #2 to drive NBC to the top of the network chart.

Source: Alphonso Insights, Q2 2020

The report also uses Kia’s “Let’s Road Trip” campaign as a lens to examine location attribution. The campaign was able to drive a 5% increase in dealer visits nationwide, and the effectiveness of the campaign on individual networks and dayparts, effects of recency and frequency, and more can be examined thanks to the closed-loop attribution model enabled by Alphonso’s data.

To download the full report and learn more about auto brand ad spend in Q2, click here. Alphonso’s network of smart TV providers and connected devices covers over 15 million US households. To learn more about how Alphonso can deliver the TV and OTT audience insights you need to create more effective campaigns, talk with one of our experts.