Kia Tops Two Most-Viewed Non-Premium Automotive TV Commercials
In the latest TV ad rankings by iSpot, the data-driven TV ad measurement platform, Kia has taken the lead in non-luxury auto advertising. The South Korean automaker's first-place ad, promoting the 2026 Sportage X-Pro model, garnered an impressive 111.7 million national TV ad impressions during the week of July 21-27.
HGTV's "House Hunters" played a significant role in Kia's success. The show delivered exceptionally high reach and strong brand recall for Kia's commercial, accounting for 5.5% of the ad's total TV impressions. This strategic placement helped Kia secure the top spot in non-luxury auto ad exposure.
The ad also achieved an 85% brand match—meaning 85% of viewers recognised it as a Kia ad—surpassing the industry norm of 79%. This high recognition rate is a testament to Kia's effective use of "House Hunters," a program that aligns with home and lifestyle themes, potentially appealing to consumers who are in the mindset of making big purchasing decisions, such as a vehicle or home.
Meanwhile, Hyundai and Jeep also made appearances in the rankings. Hyundai's third-place and fifth-place commercials, both promoting the Getaway Sales Event, had 84.9 million and 77.1 million national TV ad impressions, respectively. Jeep's "Jurassic Rated Means" commercial, tied to the recent release of "Jurassic World Rebirth," secured fourth place with 79.2 million impressions.
The Attention Index, Interruption Rate, and Est. National TV Ad Spend are among the metrics used by iSpot for TV ad measurement. Hyundai's "Lawyer" commercial had an Attention Index of 74, an Interruption Rate of 3.98%, and an estimated National TV Ad Spend of $346,041. Jeep's "Jurassic Rated Means" commercial, on the other hand, had an Attention Index of 94, an Interruption Rate of 3.31%, and an estimated National TV Ad Spend of $503,442.
While Kia, Hyundai, and Jeep battled it out for the top spots, it's clear that each brand employed different strategies to maximise their TV ad impressions. Kia's strategic use of HGTV's "House Hunters" paid off, securing them the leading position in non-luxury auto ad exposure. As the automotive industry continues to evolve, it will be interesting to see how these brands adapt and innovate their advertising strategies.
[1] Source: iSpot Creative Assessment, July 2022.
The advertising strategies used by automotive brands in the industry extend beyond just presenting their vehicles. Kia's success in non-luxury auto advertising is partly attributed to their partnership with HGTV's "House Hunters," a show that aligns with home and lifestyle themes, potentially appealing to consumers in the market for big purchases like smartphones, gadgets, or cars. Meanwhile, Hyundai's and Jeep's advertising efforts also gained significant finance and transportation-related attention, with their commercials promoting sales events and tie-ins to popular films like "Jurassic World Rebirth." As the automotive industry continues to evolve, technology will play a crucial role in enabling brands to craft more targeted, effective, and innovative marketing strategies.
