As a media buyer for mass-market auto brands, you know the importance of placing your ads where they'll pay off. That means investing in platforms that will increase brand visibility and engagement.
Non-Luxury Auto brands saw strong performance during the 2023 NFL regular season, with ads that were 6% more likely to generate engagement than the category's average primetime ad.
However, it was during the postseason and Super Bowl LVIII that these brands really saw their engagement take off: Engagement increased to 39% above the category’s primetime average during the playoffs and to an impressive 880% above the benchmark during the Super Bowl.
If you want to reach millions of fans and drive your brand to the top of people's minds, NFL advertising is the way to go.
The top Non-Luxury Auto brands making big advertising moves
While other measurement providers track viewer demographics, EDO takes it a step further by measuring actual engagement — consumer actions like brand searches and website visits that are highly predictive of future sales
Our latest report provides an in-depth analysis of how Non-Luxury auto ads performed across NFL broadcasts, offering insights that help brands optimize their ad spend.
This year, Toyota continued its dominance of the NFL advertising landscape, but it wasn’t alone in the fast lane.
Here are the top 10 Non-Luxury Auto advertisers during the 2023 NFL season, ranked by their ability to generate consumer engagement.
- Toyota
- Mazda
- Hyundai
- Kia
- Jeep
- Chevrolet
- Volkswagen
- Ford
- GMC
- Honda
Spotlight on a championship-level ad
Volkswagen won over the Super Bowl audience with a commercial that weaved together American pop culture and the brand. Volkswagen's “American Love Story” ad was an incredibly effective way to connect with consumers, achieving an ad effectiveness that was 766% above the average Super Bowl ad.
Shift your advertising strategy into high gear
Are you ready to drive your advertising strategy forward? Our comprehensive NFL TV Outcomes Report is just what you need. It's packed with data that goes beyond traditional metrics, providing you with the insights to not just compete but dominate in the arena of NFL advertising.
Download the NFL TV Outcomes Report >