Top auto ad spenders in NZ revealed by Nielsen

AUCKLAND, Today: Today’s data from Nielsen Ad Intel and CMI highlights a curious trend in New Zealand’s advertising landscape: Passenger vehicle ads are now the seventh biggest category, pulling in a hefty $ 122 million in ad investments from January to December 2024.

While the overall advertising budget for vehicles dipped, giants like Toyota, BMW, and Nissan bucked the trend by boosting their stakes significantly. Notably, Nissan’s aggressive strategy paid off, rocketing from ninth to third place in the automotive ad spend rankings and more than doubling its investment from the previous year.

According to Nielsen CMI, there’s a growing number of Kiwis eyeing a new car purchase within the next year, ticking up from 20% in 2023 to 22% in 2024. Interest in environmentally friendly rides holds steady too, with 28% considering a hybrid or electric vehicle.

Here are the big spenders in the New Zealand automotive sector for the past year: Toyota leads, followed by Kia, Nissan, BMW, Hyundai, Suzuki, Ford, Mazda, Mercedes-Benz, and Volkswagen rounding out the top ten.

“While the overall category faces challenges, the increased spending by leading players underscores their determination to connect with consumers and adapt to evolving market trends.” – Rose Lopreiato

Rose Lopreiato, Pacific Commercial Lead at Nielsen Ad Intel said, “The competition in New Zealand’s automotive advertising space is intensifying, with brands like Nissan significantly ramping up their investment.

“While the overall category faces challenges, the increased spending by leading players underscores their determination to connect with consumers and adapt to evolving market trends.”

Helene Maurer, Nielsen’s Commercial Director for NZ Agencies & Advertisers, also commented, “This growth is particularly significant as Kiwis show renewed interest in new car purchases and a continued focus on more sustainable options, such as hybrid and electric vehicles.

“As the automotive landscape continues to shift, it’s essential for advertisers and agencies to have essential insights like these to get the jump on their competition by better understanding how changing advertising and consumer trends are influencing preferences and driving brand loyalty.”