Automotive National TV Ad Spend Drops, Opportunity for Smarter Digital Marketing Grows

Automotive national TV ad spend is trending downward, signaling a shift in how consumers are reached. With impressions and budgets declining, dealerships have an opportunity to embrace smarter, more measurable digital marketing strategies like Connected TV (CTV) and Online Video (OLV) to engage in-market buyers more effectively.

Automotive National TV Ad Spend Declines
Automotive national TV advertising saw a significant decline in July, with spending down 24.7% year-over-year to $69.9 million and impressions dropping 21.5%, according to iSpot.tv. Year-to-date figures show a smaller but notable decline, with spending down 1.8% and impressions falling 15.8%.

Top Advertisers and Programming Trends
Top advertisers in July included Kia, Subaru, Lexus, Volkswagen, and Genesis. Sports programming accounted for a third of ad spend, led by MLB broadcasts and ESPN’s “SportsCenter,” while lifestyle and news programming also attracted significant investment.

Most-Viewed and Most-Liked Campaigns
Hyundai, Kia, Jeep, and Genesis ran the most-viewed spots, while Subaru and Lexus led in ad likeability with dog-themed campaigns. Lexus and GMC ranked highest for ads driving purchase intent, proving that creative storytelling still matters even as traditional TV viewership changes.

Opportunities in Smarter Digital Marketing
For dealerships looking to adapt, smarter TV marketing strategies, like Connected TV (CTV) and Online Video (OLV) advertising, offer measurable results and the ability to reach in-market car buyers more efficiently than traditional broadcast alone.

Partner with Automotive Internet Media
Contact Automotive Internet Media to learn how your dealership can maximize ad spend, increase visibility, and connect directly with active buyers through modern digital TV campaigns.