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.
由于竞争无与伦比，创新日新月异，汽车营销人员、广告商和制造商都在不断寻找各种方法，以提高收益并加快与受众的互动。
技术不可能退居次要地位，因此营销人员希望保持广告的全面运转是重中之重。
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.
除丰田公司获得最高奖项外，其他获奖者还包括
- 年度汽车技术广告：雪佛兰迈锐宝 "无品牌发布 "广告（创意公司：Commonwealth McCann，媒体策划公司：Carat）。
- 年度奢侈品广告：Genesis 的 "First Date "广告（创意公司：Innocean Worldwide，媒体策划公司：Media Planning 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.
鉴于科技在消费者购物标准中的重要性，今年的奖项增设了一个新的类别--年度科技广告。该奖项旨在表彰那些展示新车功能、特点和新技术的广告。雪佛兰凭借其 "First Date "广告获得了今年的技术奖，该广告突出了汽车内置的 4G LTE Wi-Fi 技术。
尼尔森汽车奖的独特之处在于，评审团成员根据他们在自然环境中（而非临床研究环境中）观看的内容做出反应。调查结果反映了现实生活中人们对电视广告的反应和记忆。尼尔森对其覆盖时段和网络内的所有全国性商业广告进行调查。
广告要想获得最有效的排名，就必须在几个关键的联合关键广告效果指标上取得好成绩：
- 记忆性：广告是否令人难忘？
- 品牌：观众还记得这是谁的广告吗？
- 突破：记忆性 x 品牌
- 信息回忆 观众是否回忆起了主要信息？
- 喜欢程度：观众喜欢这则广告吗？
通过研究是什么推动了精彩的故事讲述，以及品牌如何以一种令人难忘、与众不同的方式进行情感沟通，汽车行业已准备好将投资回报率推向终点。
注：并非所有类别都在所有五个指标中进行了排名。
