The automotive brand that invests in the most ad spending isn’t Chevrolet—it’s Toyota. Through May 2014, the Japanese brand spent over $334 million on TV ads. In comparison, Chevrolet spent a bit more than $306 million.
According to the Wall Street Journal, Chevrolet’s “most digitally effective ad” for 2014 is its “Romance” spot, which stars “a man, his truck, and a very eligible bachelor” (a bull) headed to the breeding yard. Since its debut during the Super Bowl, the ad has aired nearly 900 times with an estimated ad spend of $16.6 million, says research firm iSpot. This spot has generated more than 11 million online views and nearly 230,000 social actions; it is among 54 television ads that Chevrolet has run so far in 2014.
In comparison, Toyota’s big ad was the spot featuring the Muppets and Terry Crews, which also debuted during the Super Bowl. It has only aired once on national TV, but has received over 12 million online views and more than “305,000 tweets, likes, and shares since.”
As a brand, Toyota has generated more than 20 million digital actions representing more than 8.5% of all digital engagement in the automaker category this year, according to iSpot. In comparison, Chevrolet has generated more than 28 million digital actions, representing over 11% of all digital engagement in the automakers category for 2014.