{"id":11668,"date":"2021-06-10T12:42:00","date_gmt":"2021-06-10T19:42:00","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=11668"},"modified":"2021-06-10T13:44:05","modified_gmt":"2021-06-10T20:44:05","slug":"electric-vehicles-light-up-automotive-tv-ads","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/electric-vehicles-light-up-automotive-tv-ads\/","title":{"rendered":"Electric vehicles light up automotive TV ads"},"content":{"rendered":"\n<p style=\"font-size:18px\">Post-pandemic messaging in automotive TV and video ads is looking greener than ever before. From renewable-energy-sourced factories to electric vehicles, automotive brands are emphasizing environmentally conscious products and pursuits.<\/p>\n\n\n\n<p style=\"font-size:18px\">Thirty-two percent of all automotive ads in 2021 thus far have eco-friendly messages that stood out to viewers (based on emotional measurement from <a href=\"https:\/\/www.ispot.tv\/hub\/ace-metrix\/\">Ace Metrix Creative Assessment<\/a>). This is more than double that of the same time period from the previous two years: 15% in 2020 and 17% in 2019. Granted, last year automotive brands pivoted ad creative after the pandemic started, which is likely why \u201cgreen\u201d messaging wasn\u2019t as prevalent.&nbsp;<\/p>\n\n\n\n<p style=\"font-size:18px\">What\u2019s the main driver behind this rise in eco-friendly automotive messaging? Electric vehicles. TV ads promoting electric vehicles have skyrocketed in 2021 and included new entrants like Cadillac, General Motors, Mercedes-Benz and Volvo:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"564\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2021\/06\/10124027\/EV-Automotive-Ads.gif\" alt=\"\" class=\"wp-image-11677\"\/><\/figure>\n\n\n\n<p style=\"font-size:18px\">An increased appetite for electric vehicles among consumers has automotive brands eager to chip away at Tesla\u2019s EV market share. Volkswagen and Lucid jumped at the opportunity for national airtime during Elon Musk\u2019s <em>Saturday Night Live<\/em> appearance on May 8th, where both brands promoted electric models. That wasn\u2019t the only TV event where EV ads lit up automotive airtime. During Super Bowl LV, two of the three ads from automotive brands promoted EVs &#8212; one for General Motors and the other for the Cadillac Lyriq.<\/p>\n\n\n\n<p style=\"font-size:18px\">The following spots stand out among 2021 EV TV ads with 50M+ impressions. All insights were sourced from iSpot analytics.<\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>Volvo XC40 Recharge \u201cPure Electric\u201d<\/strong><\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/OoKX\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:18px\">Volvo delivered an abundance of information that portrayed the company as heading in a new direction in the \u201cPure Electric\u201d spot, all while viewers were entertained by arresting, cinematic close-ups of the XC40 Recharge.\u201d The :70s version ranks as the second best-received luxury automotive ad, and the best electric luxury automotive ad of all time. Purchase Consideration of the XC40 Recharge reached a very impressive 75% (+17 above norm) among high-income viewers&nbsp; intending to purchase a luxury automobile within the next year. Since its first airing on April 5th, \u201cPure Electric :30\u201d has garnered 418,176,324 impressions &#8212; most of which stem from MSNBC, NBC and CNN.<\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>Mercedes-Benz EQS \u201cOur Way\u201d<\/strong><\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/OZuK\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:18px\">In a teaser for its soon-to-be-released EQS model, Mercedes-Benz touted its sports and racing cars as examples of its reputation of producing quality vehicles. Prominent branding throughout the :30s spot resulted in strong Brand Recognition with 85% of gen pop viewers identifying Mercedes-Benz (+8 above automotive norms).<\/p>\n\n\n\n<p style=\"font-size:18px\">Similar to Volvo\u2019s ad, \u201cOur Way\u201d was seen as extremely informative and the focus on \u201celectric\u201d successfully communicated a change in direction for Mercedes-Benz. However, because the EQS is not yet available, high-income viewers found \u201cOur Way\u201d less relevant than \u201cPure Electric.\u201d Mercedes-Benz still drummed up impressive consideration with 66% positive purchase intent among those intending to purchase a luxury automobile within the next year (+8 above norm).&nbsp;<\/p>\n\n\n\n<p style=\"font-size:18px\">\u201cOur Way\u201d only aired from April 5th through 13th, but earned over 54,140,406 impressions with most of those occurring during the 2021 Masters Tournament. The creative effectively retained attention throughout the campaign with the iSpot Attention Index indicating it was 28% less likely to be interrupted than the average ad with similar placements.&nbsp;<\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>Volkswagen ID.4 \u201cTech Upgrade\u201d<\/strong><\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/Odq9\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:18px\">The all-electric Volkswagen ID.4 stood out as the Single Best Thing about this ad. <a href=\"https:\/\/www.ispot.tv\/hub\/resources\/playbooks\/6-pitfalls-of-untested-video-ads\/\">Second-by-Second Trace<\/a> shows creative resonance peaked in each scene when the visuals highlighted product features: keyless, infotainment center, and electric charging. Information and Change components were the main creative drivers behind \u201cTech Upgrade.\u201d Purchase consideration among viewers who intend to purchase an automobile within the next year reached&nbsp; 64% (+6 above norm).<\/p>\n\n\n\n<p style=\"font-size:18px\">\u201cTech Upgrade\u201d has 315,310,166 impressions since its first airing on March 30th with the iSpot Attention Index indicating it was 5% less likely to be interrupted than the average ad with similar placements. About one-third of those impressions came from primetime airings.<\/p>\n\n\n\n<p style=\"font-size:18px\"><strong>Interested in keeping a pulse on TV and video creative trends and industry-specific insights? <\/strong><a href=\"https:\/\/www.ispot.tv\/demo\">Get a Demo<\/a> of the Ace Live dashboard.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator is-style-wide\"\/>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:15% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"708\" height=\"1024\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/27133152\/Bio-Headshot-1-708x1024.jpg\" alt=\"\" class=\"wp-image-23469 size-full\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/27133152\/Bio-Headshot-1-708x1024.jpg 708w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/27133152\/Bio-Headshot-1-207x300.jpg 207w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/27133152\/Bio-Headshot-1-221x320.jpg 221w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/27133152\/Bio-Headshot-1-768x1111.jpg 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/27133152\/Bio-Headshot-1-1061x1536.jpg 1061w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/27133152\/Bio-Headshot-1.jpg 1382w\" sizes=\"(max-width: 708px) 100vw, 708px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-large-font-size\">About the Author<\/p>\n\n\n\n<p>David Coletti is the Vice President of Sports Research &amp; Insights at iSpot, where he spearheads advancement in sports measurement capabilities. With over two decades of related experience at Disney\/ESPN, Mr. Coletti is a distinguished figure in the media research community. As Vice President of Research and Insights at Disney, he established the Media Distribution Insights group to improve negotiation strategies with distributors. At ESPN, he was instrumental in incorporating streaming audiences into viewership metrics and helped establish the ESPN+ consumer research unit. His expertise in storytelling and delivering actionable insights make him a pivotal figure in sports media innovation.<\/p>\n\n\n\n<p><\/p>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Post-pandemic messaging in automotive TV and video ads is looking greener than ever before. From renewable-energy-sourced factories to electric vehicles, automotive brands are emphasizing environmentally conscious products and pursuits. Thirty-two percent of all automotive ads in 2021 thus far have eco-friendly messages that stood out to viewers (based on emotional measurement from Ace Metrix Creative&#8230; Read More<\/p>\n","protected":false},"author":49,"featured_media":11669,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[],"ispot_product_categories":[],"acf":{"expiration_date":null},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/11668"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/49"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=11668"}],"version-history":[{"count":9,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/11668\/revisions"}],"predecessor-version":[{"id":11682,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/11668\/revisions\/11682"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/11669"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=11668"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=11668"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=11668"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=11668"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}