{"id":100,"date":"2022-05-25T14:37:00","date_gmt":"2022-05-25T14:37:00","guid":{"rendered":"https:\/\/thehive.ai\/blog\/?p=100"},"modified":"2025-03-04T10:06:10","modified_gmt":"2025-03-04T10:06:10","slug":"the-race-for-automotive-sponsorship","status":"publish","type":"post","link":"https:\/\/thehive.ai\/blog\/the-race-for-automotive-sponsorship","title":{"rendered":"The Race for Automotive Sponsorship"},"content":{"rendered":"\n<h2 class=\"at-a-glance-heading\">At a glance:<\/h2>\n\n\n\n<ul class=\"at-a-glance\"><li>Auto manufacturers earned an estimated $1.1 billion in media value from visual logo exposures on national and regional TV over the past year, with Toyota capturing the highest share of voice across programming<\/li><li>TV exposures for auto brands are correlated with sports seasons, with official league sponsors dominating in playoff and championship months; additionally, in the fight for share of voice on TV, auto manufacturers strategically invest in specific categories, with a different brand leader across each sport<\/li><li>The return on investment of different placement types can vary; for example, looking at Major League Baseball in the month of April as a case study, exposures of Toyota and Ford outweighed those of league champion Chevrolet<\/li><li>Measuring amplification of exposures in shoulder programming and highlights \u2013 typically overlooked by sponsors today \u2013 doubles the number of unique programs with auto logos exposed and increases media value by 17%<\/li><\/ul>\n\n\n\n<p>As TV viewership continues to fragment across different platforms, the ability of sponsorships to ensure brand exposure within desired content has never been more important. However, sponsorship activations themselves are fragmented across sports and rights holders (e.g., teams, leagues, broadcast partners), resulting in demand for better data to measure the effectiveness of automakers\u2019 own investments and to monitor a dynamic competitive environment.<\/p>\n\n\n\n<p>The sponsorship landscape among automakers was analyzed using data from Mensio, Hive\u2019s AI-powered media intelligence platform. Here\u2019s what we learned.<\/p>\n\n\n\n<p>1. In aggregate, auto manufacturers (OEMs) garnered an estimated&nbsp;<strong>$1.1 billion<\/strong>&nbsp;in media value from visual logo exposure on national and regional TV over the past year. Over&nbsp;<strong>80%<\/strong>&nbsp;of this value was owned by the top&nbsp;<strong>10<\/strong>&nbsp;most exposed brands (out of a total compared dataset of 67 brands), speaking to market concentration on TV.&nbsp;<strong>Toyota&nbsp;<\/strong>led the pack by a large margin as the \u201cLet\u2019s go places\u201d manufacturer indeed went everywhere on TV. With half the estimated media value of Toyota,&nbsp;<strong>Ford&nbsp;<\/strong>was the second-highest earning OEM, followed by&nbsp;<strong>Kia<\/strong>,&nbsp;<strong>Honda<\/strong>, and&nbsp;<strong>Chevrolet<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/1-3-1024x535.jpg\" alt=\"\" class=\"wp-image-253\" width=\"840\" height=\"438\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/1-3-1024x535.jpg 1024w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/1-3-300x157.jpg 300w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/1-3-768x401.jpg 768w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/1-3-1536x803.jpg 1536w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/1-3.jpg 2048w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><\/figure>\n\n\n\n<p>2. While sports sponsorships are typically rooted in the objective of aligning automakers\u2019 brands with a given sport and\/or team and its fans, sports sponsorship also dictate the time of year when different brands capture outsized share of voice. Each of the official league sponsors of the four largest US sports leagues&nbsp; experienced spikes in their share of voice of in-content brand exposures during playoff and championship periods:&nbsp;<strong>Kia&nbsp;<\/strong>(NBA) in April\/May,&nbsp;<strong>Honda&nbsp;<\/strong>(NHL) in June\/July,&nbsp;<strong>Chevrolet&nbsp;<\/strong>(MLB) in October, and&nbsp;<strong>Toyota&nbsp;<\/strong>(NFL) in February (its most exposed month, despite high visibility throughout the year). Additionally,&nbsp;<strong>Mercedes-Benz<\/strong>\u2019 sponsorship of the U.S. Open rockets up its exposures in the month of September, with over&nbsp;<strong>$2M<\/strong>&nbsp;in estimated media value from the Men\u2019s Championship match alone.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"756\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/2-3-1024x756.jpg\" alt=\"\" class=\"wp-image-255\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/2-3-1024x756.jpg 1024w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/2-3-300x221.jpg 300w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/2-3-768x567.jpg 768w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/2-3-1536x1134.jpg 1536w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/2-3.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>3. In the fight for share of voice within in-content brand exposure on television, brands placed differing bets across genres. Within sports, a different brand dominates each league, with official league partners leading the way. However, exposure wasn\u2019t limited to league partners;&nbsp;<strong>Ford<\/strong>\u2019s sponsorship of NFL pre-game programming is one example among many team- and broadcast-level activations where brands have competed for share of voice within a sport outside of official league sponsorships. Outside of sports, other genres of entertainment saw other investments by auto companies, such as&nbsp;<strong>Mercedes-Benz\u2019&nbsp;<\/strong>top feature in talk shows and awards\/special programming.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"859\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/3-3-1024x859.jpg\" alt=\"\" class=\"wp-image-256\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/3-3-1024x859.jpg 1024w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/3-3-300x252.jpg 300w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/3-3-768x644.jpg 768w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/3-3.jpg 1390w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>4. Zooming in on the first month of the 2022 Major League Baseball season across national TV and regional sports networks presents an interesting early season case study. While&nbsp;<strong>Chevrolet&nbsp;<\/strong>\u2013 the official league sponsor \u2013 will likely increase exposures as the season continues, the brand started the year ranked #3 in share of voice for in-game brand exposures. Heavy team and broadcast sponsorship investments made by&nbsp;<strong>Toyota&nbsp;<\/strong>and&nbsp;<strong>Ford&nbsp;<\/strong>outweighed Chevy, illustrating alternate tactics to reach the same audience at different points during the season.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"535\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/4-2-1024x535.jpg\" alt=\"\" class=\"wp-image-258\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/4-2-1024x535.jpg 1024w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/4-2-300x157.jpg 300w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/4-2-768x401.jpg 768w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/4-2-1536x803.jpg 1536w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/4-2.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>5. Given the massive investment and competition for the best placements, it is important for brands to fully measure their onscreen exposures. Currently, most brands are limited to \u201cwhistle to whistle\u201d measurement focusing on in-game exposures, and sometimes the additional exposure from social media. The fragmentation of shoulder programming and highlights has traditionally been difficult to measure at scale; however, doing so provides a far more comprehensive understanding of performance from a given activation. Using always-on measurement from Mensio, which reports across every second of every program from 100+ national TV networks and regional sports networks, we estimate that amplification from shoulder programming and highlights almost&nbsp;<strong>doubles&nbsp;<\/strong>the number of unique programs with auto brand logos exposed, increasing duration of in-content brand exposures by&nbsp;<strong>32%&nbsp;<\/strong>and the associated equivalent media value by&nbsp;<strong>17%<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"535\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/5-1-1024x535.jpg\" alt=\"\" class=\"wp-image-259\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/5-1-1024x535.jpg 1024w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/5-1-300x157.jpg 300w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/5-1-768x401.jpg 768w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/5-1-1536x803.jpg 1536w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/5-1.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Credible competitive intelligence data is critical in making decisions on the best sponsorship placements. Mensio, Hive\u2019s AI-powered media intelligence platform, provides always-on measurement of in-content brand exposure for more than 7,000 brands across 24\/7 programming from 100+ national TV channels and regional sports networks.&nbsp;<\/p>\n\n\n\n<p>Access to credible competitive intelligence data is critical for branded content and sponsorship decisions. Mensio allows brands to understand how their share of voice compares to that of competitors at the program-level and in aggregate. For more information on Mensio or to schedule a demo and learn how Mensio can support your brand, reach out to Hive at demo@thehive.ai.&nbsp;<\/p>\n\n\n\n<p><em>Note: This analysis looked at in-program auto manufacturer logo exposures from May 2021 to April 2022 on national and regional TV (excluding commercials) and includes Tier 1, Tier 2, and Tier 3 placements.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We analyze the sponsorship landscape among auto makers using data from Mensio, Hive&#8217;s AI-powered media intelligence platform.<\/p>\n","protected":false},"author":1,"featured_media":247,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"kia_subtitle":""},"categories":[8,5],"tags":[],"_links":{"self":[{"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/posts\/100"}],"collection":[{"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/comments?post=100"}],"version-history":[{"count":7,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/posts\/100\/revisions"}],"predecessor-version":[{"id":419,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/posts\/100\/revisions\/419"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/media\/247"}],"wp:attachment":[{"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/media?parent=100"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/categories?post=100"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/tags?post=100"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}