Hyundai’s new hybrid sings to its own tune

Who’s on Top? – April 10 - 16, 2017

Expenditures for new creatives on national TV during the week of April 10th reached $112 million. With the NHL and the NBA playoffs kicking off on April 12th and 15th respectively, expenditures during these programs have been on the rise.

Spend on new creatives during the first round of the NHL Stanley Cup playoffs reached $1.7 million, up from $0.3 million from the previous week – the last week of the NHL regular season. New ads airing during NBA games brought in $11.0 million for week. This includes spend during the final days of the regular season when the stakes were high, while the previous week only generated $2.6 in ad revenue.


Creative Spotlight

Hyundai debuted an ad this week promoting its new hybrid vehicle, the Hyundai Ioniq. The ad strategically targets drivers who may not necessarily fit the typical stereotype of a hybrid owner. Consumers in the ad sing about wanting a hybrid vehicle, but not knowing if it’s for them for various reasons. The ad concludes with an announcer stating “the world didn’t need another hybrid – it needed a better hybrid. Introducing… the most fuel-efficient car in America.” 

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We first monitored this ad occur on April 10th. It has since aired nationally 1,040 times, with an additional 212 occurrences in local markets*. The majority of spend was placed during professional sporting events and other sport programming including NBA basketball games ($1.2 million), SportsCenter ($0.3 million) and NHL hockey games ($0.2 million). 
*Local occurrences not included in spend figures

 

This data is part of ongoing reporting we release on a weekly basis. Make sure to check back every week for the most recent data, or contact us to learn how you can discover your competitors’ breaking ads on your own in real–time using our AdScope tool. Already an AdScope customer? Log in now and see what your competitors are up to.



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