What Drove Automaker Ad Success In 2025?

Automaker TV advertising continued to transform in 2025, as many brands embraced a more targeted – and streaming-forward – approach. The result from more streaming? Declines in est. national linear TV ad spend, minutes, airings and reach. But that doesn't mean the industry's TV efforts were unsuccessful.

A new report using iSpot data showcases how automakers still effectively used TV to reach the most likely car buyers, drive sales outcomes, and how specific ads delivered consumer purchase intent.

Some of the top takeaways:

• TLC was a surprising winner for average online lift conversions, delivering the highest average rate for automakers despite being No. 36 for the industry's TV ad reach.
• Brands like Ram Trucks and Ford were outside the top 10 when it came to auto brands' national linear TV ad reach, but had a much higher share of streaming impressions relative to the rest of the industry in 2025.
• The NFL isn't just a way for automakers (and other industries) to reach the widest audience; it's also the most likely way to target probable car buyers, as the data reveals.

Check out more of the year's top insights for automakers – and how those findings can apply to other industries, too – by downloading the report today.