Toyota was the most-seen automaker on TV for the fourth straight year in 2022, growing its share of ad impressions to 10.69%, up from 8.99% in 2021, per iSpot.tv.
The increase was fueled by tentpole events with significant reach, including the Winter Olympics, NFL, NBA and other sporting events.
Similarly, Chevrolet, in the number two position, increased year-over-year impressions as a result of the Olympics, NFL and MLB.
Chevy, with a 8.74% share of ad impressions, had a particular focus on the All-Star Game and baseball playoffs, which typically deliver more impressions than a regular season game, according to iSpot.tv.
Overall, TV ad impressions for the year were 302.95 billion, down 13.1% compared to 348.77 billion in 2021.
Part of the overall TV ad impressions decrease also comes from vehicle supply issues affecting some markets differently than others. As a result, many brands opted for fewer local TV ad impressions and more national buys with general market messaging.
Rounding out the top five brands were Hyundai with 7.90% share of ad impressions, Lexus (7.56%) and Subaru (5.88%).
The most-seen automaker ads in 2022 were Nissan: Today Is Made For Thrill - Why Wait for Tomorrow? (0.86%), Nissan: 60 Years In 60 Seconds (0.85%), Dodge: We Only Do Power (0.80%), Kia: Beachcomber (0.73%) and Subaru: Well Adventured (0.71%).
The biggest TV ad impressions increases among top 15 brands, 2022 vs. 2021 included Hyundai (up 8.34%), Cadillac (up 3.31%) and GMC (up 0.61%), per iSpot.tv.
Overall, local TV ad impressions accounted for 22.6% of automaker TV ad impressions in 2022 vs. 23.7% in 2021. But the impressions themselves declined 17.3% year-over-year from 82.72 billion to 68.38 billion.
The top programs for automakers by TV ad impressions share of voice in 2022 were the NFL (7.10%), college football (3.78%), men’s college basketball (2.43%), NBA (2.37%) and MLB (1.37%).
The top seven programs for automaker TV ad impressions in 2022 were all sports-related, same as 2021. But that top seven combined for 19.62% of automotive impressions in 2022, versus 17.98% in 2021.
That said, total impressions delivered by some of those top programs also declined year-over-year. NFL games served 10% fewer auto ad impressions year-over-year, while college football dipped by 4% and MLB games dropped by 9.5%, per iSpot.tv.
Meanwhile, men’s college basketball grew by 14% and the NBA had 11.6% more automaker TV ad impressions year-over-year.
The top networks by share of automaker TV ad impressions in 2022 were NBC (9.01%), CBS (7.14%), ESPN (5.26%), FOX (5.21%) and ABC (4.95%).
Among the top networks for automaker TV ad impressions, NBC and ESPN both showed modest increases by share year-over-year, despite both airing fewer auto ads in 2022. For CBS, over 25% of automotive TV ad impressions were served during NFL games, while the NFL made up 38% on FOX.
The NBA and college football led the way for ABC, each respectively accounting for more than 16% of automaker TV ad impressions on the network, according to iSpot.tv.