Across the media landscape, TV is still king when it comes to consumption. So it’s no surprise that ad spend on TV in the U.S. last year totaled $85 billion. With that level of spending, brands—especially auto brands—know that it’s critical that their messages resonate with consumers. In fact, Nielsen’s Ad Intel data shows that automotive marketers spent $13 billion on TV ads in the U.S. last year, representing 16% of the year’s total advertising on the small screen. For comparison, U.S. marketers spent $1.55 billion in 2016 on beer ads across television, radio, print, cinema and outdoor media combined.
As competition is unparalleled and innovation is rapid, auto marketers, advertisers and manufacturers are constantly looking for ways to drive returns and accelerate engagement with their audiences.
There is no possibility that technology will take a back seat, so marketers’ desire to keep advertising running on all cylinders is a top priority.
For the 11th year of the Nielsen Auto Advertising Awards, which are given to brands with the most effective ads on TV, the top honor was awarded to Toyota, for its “The Longest Chase” spot.
In addition to Toyota receiving the top award, other winners included:
- Automotive Tech Ad of the Year: Chevrolet Malibu for its “Unbranded Launch” ad (Creative Agency: Commonwealth McCann, Media Planning Agency: Carat).
- Luxury Campaign of the Year: Genesis for its “First Date” ad (Creative Agency: Innocean Worldwide, Media Planning Agency: Canvas Worldwide).
- Spanish Advertiser of the Year: Nissan Rogue for its “First Impression” ad (Creative Agency: Fluent 360, Media Planning Agency: Fluent 360 & OMD).
The winners were picked based on performance in market, as assessed by Nielsen TV Brand Effect key metrics. The results reflect real life memorability, since viewing is done in a natural environment complete with daily distractions.
Given the importance of tech in consumer shopper criteria, this year’s awards included a new category, Tech Ad of the Year. This award highlights ads that showcase the functions, features and new technologies that new vehicles include. Chevy took this year’s tech award for its “First Date” spot, which highlights a vehicle’s built-in 4G LTE Wi-Fi technology.
Les Nielsen Auto Awards sont uniques en ce sens que les panélistes répondent en fonction de ce qu'ils ont regardé dans un environnement naturel (par opposition à un environnement de recherche clinique). Les résultats reflètent la réaction et le souvenir des publicités télévisées dans la vie réelle. Nielsen réalise des enquêtes pour tous les spots publicitaires nationaux dans les tranches horaires et les réseaux couverts.
For the ads to be ranked most effectively, they had to score well across several key syndicated key advertising effectiveness metrics:
- Mémorabilité : L'annonce était-elle mémorable ?
- L'image de marque : Le spectateur s'est-il souvenu de l'annonce de qui il s'agissait ?
- Percée : Mémorabilité x stratégie de marque
- Rappel du message Le téléspectateur s'est-il souvenu du message principal ?
- La sympathie : Le téléspectateur a-t-il aimé l'annonce ?
By being able to look at what drives great storytelling and how brands can connect emotionally in a way that is memorable and distinctive, the auto industry is poised to drive ROI across the finish line.
NOTE : Toutes les catégories n'ont pas été classées pour les cinq indicateurs.
