Hyundai (including Genesis) and Kia swept the top 10 US automotive TV commercials for 2024. In Hyundai’s case, two local TV commercials simultaneously ranked first and tenth, creating a double whammy.
Based on high advertising viewership, Hyundai and Kia are expected to record their highest-ever sales of 1.69 million units in the US this year. Innocean, the advertising marketing affiliate of Hyundai Motor Group that carried out the advertising campaign, is evaluated as a key supporter of expanding sales in the US.
According to iSpot.tv, a US TV advertising research firm, Hyundai Motor Company’s US commercial “Summer: Add More Joy” recorded the highest viewership rating among US automobile TV commercials in 2024. The total number of household exposures reached 2.86 billion. This figure is based on viewing data from January 1 to December 15. Another Hyundai US TV commercial, “Add More Joy,” ranked 10th. It recorded a total of 1.64 billion household exposures. iSpot.tv explained, “Despite its short run, the Hyundai TV commercial garnered a lot of attention for its theme of Major League Baseball, a popular sport among Americans.”
In addition, Hyundai’s premium brand Genesis’ TV commercial, Illuminated, and Kia’s US TV commercial, Built for the Unstoppable, ranked third and sixth, respectively, with total household exposures of 2.38 billion and 1.89 billion.
In terms of the remaining rankings by brand, GMC (2.84 billion) ranked 2nd, Jeep (2.22 billion) and Dodge (2.17 billion) ranked 4th and 5th, respectively. 7th to 9th places were Subaru (1.84 billion), Infiniti (1.84 billion), and Lexus (1.69 billion).
Thanks to high TV commercial viewership ratings, Hyundai and Kia are expected to maintain their Top four positions in the US market for the second consecutive year. According to Cox Automotive, a US automobile market research firm, Hyundai (including Genesis) and Kia are estimated to have sold 1.69 million units in the US in 2024. This is a 1.8% increase from 2023, the best performance ever.
Attention is also being paid to Innocean, which produced Hyundai and Kia’s US TV commercials. Innocean is an advertising company in charge of global marketing for both companies. It ran its 14th Kia advertising campaign at the Super Bowl, the NFL Championship game held in February last year. The 2022 Super Bowl commercial received much attention for its campaign depicting the dramatic encounter between Robo Dog and the brand’s first dedicated electric vehicle based on E-GMP, EV6.
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