Brand consideration has moved 11 percentage points in the past nine months, Mazda CMO Dino Bernacchi tells MediaPost.
More than 200,000 TV commercials and more than 2 billion print ad impressions refer to J.D. Power awards annually, according to the company.
"I think that a lot of the fear is coming from a lack of understanding," Ford Motor Co. Futurist Sheryl Connelly tells MediaPost.
Kia's spot from David&Goliath resulted in a 14% decline in views to its vehicle pages on the Cars.com site.