• by Tanya Gazdik , Yesterday

Pending tariffs have impacted consumer outlook on spending overall, according to a recent survey.

MarketCast took the pulse of 19,000 consumers, who also had reactions to recent efforts by Ford Motor Co. and Hyundai surrounding tariffs. 

The survey was done as proprietary research from MarketCast and not specifically commissioned by an automaker, according to the company. 

Results show that 29% of consumers believe they’re worse off financially than they were a year ago, 27% think they will be even worse off in a year, and 38% believe now is a bad time to make major purchases like electronics, vacations or vehicles.

Despite concerns over consumer financial health, Ford’s “Committed to America” ad jumped to #4 in the MarketCast’s Brand Effect database for car ads, out of the more 175 auto ads measured by MarketCast so far this year.

Ford’s creative exceeded automotive norms for MarketCast Brand Effect, scoring 27 percentage points above the norm for ad memorability (did audiences remember the ad), 21 percentage points above for branding (did audiences remember the brand), and 25 percentage points above for ad breakthrough (did audiences remember the ad and brand). 

Ford’s ad also drove record-setting purchase intent, performing 13 percentage points above the MarketCast norm. 

Of the consumers surveyed who believe now is a bad time to make a big purchase, over half (55%) still remembered the content of the ad, proving the impact of the message. 

Meanwhile, Hyundai’s spot, “The Hyundai Way – Customer Assurance,” also received positive response from audiences, though the performance was more subdued compared to Ford.

While Hyundai’s ad performed slightly above the automotive norm, its modest results highlight the contrast between emphasizing price consistency versus Ford’s stronger focus on American-made and tariff relief.

Hyundai’s spot also exceeded automotive norms for MarketCast Brand Effect, scoring 8 percentage points above the norm for ad memorability (did audiences remember the ad), 1 percentage points above for brand linkage (did audiences remember the brand), and 4 percentage points above for ad breakthrough (did audiences remember the ad and brand). 

According to MarketCast’s researchers, Ford’s commitment to authenticity is what made the ad stand out, addressing today’s economic challenges head-on and positioning the brand as the hero rather than focusing on a specific vehicle or product offer.

Of the consumers surveyed who believe now is a bad time to make a big purchase, over half (55%) still remembered the content of the ad, proving the impact of the message. 

Though Hyundai briefly showcases its U.S.-based manufacturing, the primary message on stable pricing didn’t resonate as deeply with viewers as Ford’s more emotionally charged “Committed to America” campaign, per MarketCast.