2023 in Review: Automaker TV Transparency Report

Nearly 50 automakers were off to the races in 2023, vying to win audience attention in a year that saw an explosion of creatives even amid a downturn in category spend.  It was a hotly contested derby with the top four brands nearly tied for number of impressions delivered to the living room, with a heavy focus on Primetime and Weekend Afternoon Viewers. 

Sports programming played its usual role in scoring a large share of category impressions, in a year that saw college football beat out the NFL with a major increase in ads targeted at collegiate sports fans.

Which vehicle types delivered the most impressions for brands in 2023? And which creatives drove campaigns to maximize reach in the crowded field? Get the 2023 in Review: Automaker TV Transparency Report to dig into the data and find out more.

Automakers 2023 Year In Review highlights include:

• The six most-seen automaker ads were split between six unique brands in 2023, with Kia grabbing the top spot.
• Chevrolet barely edged out the competition for the most category impressions, but RAM Trucks claimed the top spot when ranked by national linear ad minutes – where Chevrolet came in fourth.
• SUVs and Trucks were the focus of 17 of the 20 most-seen ads in the category.