Driven by the Olympics, US automakers' TV spends see a 154% YoY jump in Feb 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 14, 2022, 8:13 AM GMT+0

As per, while total TV ad impressions declined, the top programs as per TV ad impressions share of voice were the Winter Olympics, men’s college basketball, Super Bowl LVI, NBA and PGA Tour Golf.

The estimated US automotive TV ad expenditure grew 154% YoY to $503.9 million in February 2022, fuelled by the Olympics games. The TV ad expenditure was $198.1 million in February 2021. However, TV ad impressions dropped by 24.5% YoY to 21.9 billion, compared to February 2021 (28.9 billion).

Toyota spent $178.4 million on TV ads, accounting for 76% of their national TV ad spend on the Olympics. The company was also the Olympics’ lead sponsor. Chevrolet spent $108.1 million overall on TV ads, with 80% dedicated to the games.

In total, with 4.32 billion and 2.08 billion, Toyota and Chevrolet saw the most TV ad impressions. Moreover, the national TV ad spend of 11 of the biggest automakers increased by over 30% YoY. The top networks for automotive TV ad impressions were NBC, CBS, USA, and others.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

Read the original article

[2 minute read]

Explore more data & articles