AutoMakers Drive Off With Super Bowl Win

A thrilling Super Bowl LIV came to a close with a comeback win by the Kansas City Chiefs. But along with the excitement on the field was a significant amount of activity from brands. During the game, there were 85 national spots from 55 advertisers. Those ads came from industries all over, but it was auto makers that really won the game as a group.

The auto industry outperformed all others, accounting for 27.4% of social activity on Sunday (among Super Bowl brand advertisers), while spending nearly $81 million on TV ads. Jeep, GMC and Hyundai were all among the top 10 advertisers in terms of digital share of voice.

BrandAd Title
Jeep2020 Jeep Gladiator Super Bowl 2020 TV Spot, ‘Groundhog Day’ Featuring Bill Murray, Song by Sonny and Cher [T1]
GMCGMC Super Bowl 2020 TV Spot, ‘Quiet Revolution’ Featuring LeBron James [T1]
Hyundai2020 Hyundai Sonata Super Bowl 2020 TV Spot, ‘Smaht Pahk’ Ft. John Krasinski, Chris Evans [T1]
PorschePorsche Taycan Super Bowl 2020 TV Spot, ‘The Heist’ Song by Gramatik & Balkan Bump [T1]
AudiAudi e-tron Super Bowl 2020 TV Spot, ‘Let It Go’ Featuring Maisie Williams [T1]
GenesisGenesis GV80 Super Bowl 2020 TV Spot, ‘Going Away Party’ Ft. Chrissy Teigen, John Legend [T1]
Toyota2020 Toyota Highlander Super Bowl 2020 TV Spot, ‘Heroes’ Featuring Cobie Smulders [T1]
KiaKia Seltos Super Bowl 2020 TV Spot, ‘Tough Never Quits’ Featuring Josh Jacobs [T1]

Notably, nearly every auto ad that aired during the game included a celebrity, and in many cases, featured several. The only auto brand to avoid utilizing a celebrity cameo was Porsche, which just opted for an elaborate car chase scene instead. Genesis was the lone first-time Super Bowl advertiser of the group. Porsche had been absent from the game since 1997.

iSpot will continue to contextualize the impact of Super Bowl LIV to the wider advertising world. You can view every ad from the game at the Super Bowl 2020 Ad Center and check out insights around pre-game winners, plus reports around regular season ad performance and business outcomes.


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