{"id":86,"date":"2014-11-21T22:23:00","date_gmt":"2014-11-21T22:23:00","guid":{"rendered":"http:\/\/10.1.11.137\/blog\/2015-hyundai-sonata-if-looks-could-kill-sales\/"},"modified":"2021-01-14T16:24:05","modified_gmt":"2021-01-15T00:24:05","slug":"2015-hyundai-sonata-if-looks-could-kill-sales","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/2015-hyundai-sonata-if-looks-could-kill-sales\/","title":{"rendered":"2015 Hyundai Sonata: If Looks Could Kill\u2026 Sales"},"content":{"rendered":"<p>According to a recent article in <a href=\"http:\/\/www.mediapost.com\/publications\/article\/237948\/with-hyundai-sonata-if-at-first-they-dont-bite.html?utm_source=newsletter&amp;utm_medium=email&amp;utm_content=headline&amp;utm_campaign=77778\">MediaPost<\/a>, the 2015 Hyundai Sonata \u201chas lost one striking differentiator: its looks.\u201d Hyundai Motor America sales in October were down 6 percent while the overall sales in the auto industry improved 6 percent. This includes Toyota whose newly designed Camry is making waves in the opposite direction.<\/p>\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\/7DC_\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n<p>The Sonata TV ad campaign launched this summer during Hyundai\u2019s sponsorship of the 2014 World Cup. Hardly a commercial break went by without showing that cute red-haired girl who would snap-roll her fingers, instructing her father to take the car for another joy ride in the spot <a href=\"https:\/\/analytics.ispot.tv\/dashboard\/spot\/7DC_\/overview\">\u201cFamily Racer<\/a>.\u201d According to iSpot data, Hyundai\u2019s commercial was a tremendous success reaching an Ad Effectiveness rating of 9.5 in an industry where the average score hovers around 5.4. An Ad Effectiveness rating measures how well a commercial did in comparison to other commercials in the same industry. Since June, Hyundai invested heavily in this spot with a total estimated spend approaching $30 million.<\/p>\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\/7zYl\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n<p>However, Hyundai isn\u2019t spending nearly as much in the current run of spots promoting the new sedan. Compared to Toyota, it has yet to spend half as much on spots that have been airing for longer. Since mid-October, Toyota\u2019s push of the 2015 Camry has seen an estimated spend of over $30 million in two distinct creative spots, <a href=\"https:\/\/www.ispot.tv\/ad\/7uI1\/2015-toyota-camry-the-bucket-list-trip\">\u201cThe Bucket List Trip<\/a>\u201d and <a href=\"https:\/\/www.ispot.tv\/ad\/7zYl\/2015-toyota-camry-guitar-featuring-bb-king\">\u201cGuitar, Featuring B.B. King.\u201d<\/a><\/p>\n<p>But when you combine all spend amounts for Hyundai\u2019s 2015 Sonata including our cute red-haired backseat driver, you have a whopping $44.5 million spent on TV advertising \u2013 for just one vehicle. So where is Hyundai going wrong? iSpot data revealed that since Sept. 1, Toyota has outspent its Korean rival almost four to one. It is possible <a href=\"http:\/\/www.usatoday.com\/story\/money\/cars\/2014\/11\/03\/kia-hyundai-mpg-epa\/18410431\/\">current distractions<\/a> are impeding Hyundai, but it seems clear, according to&nbsp;<a href=\"http:\/\/www.mediapost.com\/publications\/article\/237948\/with-hyundai-sonata-if-at-first-they-dont-bite.html?utm_source=newsletter&amp;utm_medium=email&amp;utm_content=headline&amp;utm_campaign=77778\">MediaPost<\/a>&nbsp;\u2013&nbsp;research firm Millward Brown Digital suggests \u2013 Hyundai\u2019s marketing needs a kick-start.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>According to a recent article in MediaPost, the 2015 Hyundai Sonata \u201chas lost one striking differentiator: its looks.\u201d Hyundai Motor America sales in October were down 6 percent while the overall sales in the auto industry improved 6 percent. This includes Toyota whose newly designed Camry is making waves in the opposite direction. The Sonata&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[249],"ispot_product_categories":[],"acf":{"expiration_date":null},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/86"}],"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\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=86"}],"version-history":[{"count":4,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/86\/revisions"}],"predecessor-version":[{"id":10131,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/86\/revisions\/10131"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=86"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=86"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=86"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=86"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}