Nissan doubles ad spend
Nissan significantly ramped up its advertising spend in New Zealand last year despite the automotive industry facing a number of challenges and falling sales numbers.
Data released by Nielsen Ad Intel and Nielsen Consumer & Media Insights (CMI) shows passenger vehicle advertising ranked seventh among the country’s top advertising categories in 2024 as automotive brands splashed out a collective $122 million.
While the overall figure for the category was down from 2023, marques such as Toyota, BMW and Nissan increased their investment and accounted for 35 per cent of the automotive advertising share – up from 20 per cent a year ago.
Nielsen’s experts say Nissan was the standout brand after leaping from ninth to third in the automotive sector’s advertising spend rankings as it more than doubled its investment in adverts over the past year.
Toyota was number one on the ladder for New Zealand automotive advertisers by spend, followed by Kia, Nissan, BMW and Hyundai.
Suzuki came in at number six, with Ford next and completing the top 10 was Mazda, Mercedes-Benz and Volkswagen.
Rose Lopreiato, Nielsen Ad Intel's Pacific commercial lead, says: “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.”
The CMI figures also show the percentage of New Zealanders planning to purchase a new car in the next 12 months rose from 20 per cent in 2023 to 22 per cent last year.
Interest in hybrid and electric vehicles has remained steady over the past two years as 28 per cent of Kiwis again indicated they would consider a lower-emissions option for their next car.
Helene Maurer, Nielsen commercial director NZ agencies and advertisers, notes the growth in ad spend for some companies is 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.”
Top 10 advertisers
The leading New Zealand automotive advertisers by spend in 2024 were:
1. Toyota
2. Kia
3. Nissan
4. BMW
5. Hyundai
6. Suzuki
7. Ford
8. Mazda
9. Mercedes-Benz
10. Volkswagen
