<\/p>\n
Automakers spent an estimated $305.5 million on
\nnational TV spending in January, down 10.8% year over year compared to $342.4 million in January 2025. <\/p>\n
January 2026 household TV ad impressions also fell 26.6% year-over-year
\nto 14.3 billion compared to 19.4 billion, according to iSpot.tv. <\/p>\n
The top five brands by estimated national TV ad spending were Hyundai ($42.2 million), Chevrolet ($41.8
\nmillion), Honda ($27.2 million), Ram Trucks ($26.7 million) and Jeep ($21.3 million).<\/p>\n
Over 73% of total auto industry outlay in January went toward the NFL, with college football a
\ndistant second (9.40% spend SOV), according to iSpot.tv.<\/p>\n
While all of the top five brands by spend prioritized the NFL, Honda leaned in the most, allocating 92% of its total January
\nbudget to games.<\/p>\n
advertisement<\/p>\n
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\u201cWhile automakers\u2019 TV ad budgets were squarely focused on the NFL Playoffs in January, those games were not the only place to find potential car Ram Trucks had The top five brands by share of automaker household TV ad impressions were Hyundai (11.62%), Lexus (10.78%), Chevrolet (8.57%), Nissan (7.74%) and Toyota (7.65%), The top five brands by share of voice on streaming were Hyundai (14.24%), Jeep (9.91%), Ram Trucks (8.27%), Chevrolet (7.45%) and Nissan (6.80%), according to The top programs for automakers by share of household TV ad impressions were NFL (32.47%), college football (8.71%), NBA (3.63%), men\u2019s college basketball (3.18%) Seven of the top ten programs by auto industry reach in January were sports-related. Auto impressions declined across the major leagues: NFL reach was down The most-seen automaker ads by share of household TV ad impressions were Chevrolet: This Is Who We<\/a> Are (3.25%), Buick: Now Is Exceptional<\/a> Top automaker ads by likeability according to an iSpot.tv<\/a> assessment were Subaru: Dog Tested: Roundabout<\/a> (+17.4% more likeable than January automotive norm), Hyundai: Epic Mission<\/a> (+11.3%), Hyundai: Clouds<\/a> (+8.3%), Nissan: A Truck for Truck The top automaker ads by positive Of the top five most-seen auto ads, only Buick skipped airing during NFL games \u2014 but it did run during a related program, Postseason NFL Countdown. Additional reach Hyundai owns two of the most-liked auto ads that debuted in January, including one (\u201cEpic Mission\u201d) Looking at positive purchase intent, <\/a><\/strong> <\/a><\/p>\n","protected":false},"excerpt":{"rendered":" … games. advertisement advertisement \u00e2\u0080\u009cWhile automakers<\/span>\u00e2\u0080\u0099 TV ad budgets were … Spanish-language programs saw automotive<\/span> ad impressions grow considerably … brands by share of automaker<\/span> household TV ad impressions … 6.7%). The top automaker<\/span> ads by positive purchase …<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-104514","post","type-post","status-publish","format-standard","hentry","category-news","wpcat-1-id"],"_links":{"self":[{"href":"https:\/\/new7.shop\/zerocostfreehost\/index.php\/wp-json\/wp\/v2\/posts\/104514","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/new7.shop\/zerocostfreehost\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/new7.shop\/zerocostfreehost\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/new7.shop\/zerocostfreehost\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/new7.shop\/zerocostfreehost\/index.php\/wp-json\/wp\/v2\/comments?post=104514"}],"version-history":[{"count":0,"href":"https:\/\/new7.shop\/zerocostfreehost\/index.php\/wp-json\/wp\/v2\/posts\/104514\/revisions"}],"wp:attachment":[{"href":"https:\/\/new7.shop\/zerocostfreehost\/index.php\/wp-json\/wp\/v2\/media?parent=104514"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/new7.shop\/zerocostfreehost\/index.php\/wp-json\/wp\/v2\/categories?post=104514"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/new7.shop\/zerocostfreehost\/index.php\/wp-json\/wp\/v2\/tags?post=104514"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nbuyers,\u201d Stuart Schwartzapfel, executive vice president of media partnerships at iSpot.tv<\/a> tells Marketing Daily<\/i>. \u201cMultiple Spanish-language programs
\nsaw automotive ad impressions grow considerably year-over-year, suggesting these environments are delivering incremental but efficient reach for the industry.\u201d<\/p>\n
\nthe most diversity in spend, although it was still incredibly sports heavy: 68% of budget went to airings during NFL games, 24% for college football, 1.62% for men\u2019s college basketball and 0.84%
\nfor the NBA.<\/p>\n
\naccording to iSpot.tv.<\/p>\n
\niSpot.tv.<\/p>\n
\nand SportsCenter (1.26%).<\/p>\n
\nby 6.1% year-over-year, college football was down 6.6% and the NBA declined by 23%. <\/p>\n
\n(2.89%), Kia: Built for the Unstoppable<\/a> (2.67%), GMC: Another Choice<\/a> (2.29%) and Jeep: Keeping It Fresh<\/a> (2.05%).<\/p>\n
\nStuff<\/a> (+6.8%) and Acura: More Bounce<\/a> (+6.7%).<\/p>\n
\npurchase intent were Audi: Performance Redefined<\/a> (59%), Cadillac: Inspired by Race<\/a> (58%), Lexus: Sessions<\/a> (58%), Acura:
\nMatch Your Energy<\/a> (58%) and Lexus: Worthy<\/a>
\n(58%).<\/p>\n
\ncame from Will Trent, 20\/20 and SportsCenter, according to iSpot.tv.<\/p>\n
\nthat featured actors John Krasinski and John Hoogenakker. This spot also performed above the auto norms for attention, watchability and desire.<\/p>\n
\nLexus has two of the top ads, both at 58%. For \u201cSessions,\u201d 23% of surveyed viewers said the music was the \u201csingle best thing\u201d about the ad. The other Lexus ad stands out with a
\nbrand match of 87%, above the recent industry norm of 77%. <\/p>\n