Automotive Advertising Insights for January 2021

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We have been busy looking at major trends and automotive advertising insights over the last few weeks.

1. Our in-house automotive media veteran, Rick McGuire, answered our questions about the state of the industry in a Covid-19 world, from manufacturing to sales. Read it here.
2. Our team also took a look at the rise of online car buying and what that means for online and traditional car dealers. Click here to read more.
3. We looked at electric vehicle advertising, too. GM announced a new line of EVs in the Super Bowl, and we can tell you what the industry conversation around electric cars is right now. Find out more here.
4. We reviewed local tv advertising in the Super Bowl. Toyota and Ford both advertised locally. Find out what models they promoted in specific markets.

Topline Automotive Advertising Insights

January 1, 2021 - January 31, 2021

(Broadcast + Cable + Digital)

Total Local Ad Airings:  598,430 tv and cable airings.

Distinct Creatives for tiers one and two:  3,040 distinct creatives.

Top advertiser of the month:  Toyota, with 117,200 cumulative airings on local broadcast and cable.
Toyota’s top advertised model was the Toyota RAV4 with 30,240 airings. The top creative for the RAV4 aired a total of 2,390 times.

Most Advertised Overall Model:  Nissan Rogue, with 41,915 local airings in the last month.

Specific Creative with the Most Airings:  Lincoln, advertising the Corsair. This creative has aired locally 13,050 times.

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Local Market with the Most Automotive Ad Airings:  New York, New York, with 18,250 airings. In New York, the Hyundai Tucson was the most advertised model with 1,540 airings.

Top Digital Advertiser:  Toyota, running 141 unique creatives 23,425 times.
Ford was not far behind with 18,030 occurrences.

Advertiser with the Highest Number of Impressions:  Toyota, with 1.6B impressions.

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