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GM was No. 3 in total U.S. ad spending.
Fiat Chrysler Automobiles was the only automaker to rank in the top 10 national advertisers on radio in 2016.
That was one of the nuggets in Advertising Age's "2017 Leading National Advertisers Fact Pack," an annual compendium of advertising data. Advertising Age is a sister publication of Automotive News.
In total U.S. advertising spending, General Motors was No. 3, again, while Comcast Corp. moved past Procter & Gamble Co. for the top spot.
Here are other details from the report.
• Spending does not always line up with market share. Volkswagen outspent Kia, which outspent Hyundai.
• Automotive is still the largest single category of ad spending nationwide, at $15.2 billion. Retail was second at $13.3 billion, and medicine and remedies third at $10.0 billion.
• Automakers like broadcast spot TV. In broadcast network TV, Ford and GM were Nos. 2 and 3 in spending, after P&G, but no other automaker made the top 10 list in spending in that medium. GM was the only automaker to crack the top 10 in spending on cable TV. But in broadcast spot TV, GM, FCA, Nissan, Toyota, Ford and VW all made the top 10 in spending.
• No automaker made the top 10 in spending on either magazine ads or search marketing.
• In Internet display spending, GM was No. 6 with $126.0 million and Toyota was No. 8 with $109.2 million. Both were outspent in the category by the American Red Cross, at $135.2 million.
Automakers' rankings
| Comcast ranked No. 1 and Procter & Gamble No. 2 in total U.S. advertising spending in 2016. GM, which has led the list 16 times since Advertising Age first compiled it in 1956, was No. 3, the same spot it held last year. Here is where other auto companies ranked in the latest list. | |
| Rank/Company | Total U.S. ad spending |
| 3. GM | $3.77 billion |
| 9. Ford | $2.34 billion |
| 12. Fiat Chrysler | $2.17 billion |
| 15. Toyota | $2.00 billion |
| 34. Honda | $1.38 billion |
| 38. Nissan | $1.19 billion |
| 48. Volkswagen | $912.2 million |
| 70. Kia | $671.2 million |
| 72. Daimler | $616.2 million |
| 77. Hyundai | $543.5 million |
| 91. Subaru | $486.5 million |
| 125. BMW | $349.6 million |
| 144. Mazda | $310.4 million |
| 169. AutoNation | $255.0 million |
| 176. Tata Motors* | $234.9 million |
| *Jaguar Land Rover brands | |
| Source: Advertising Age, 200 Leading National Advertisers 2017 | |
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