Platform, Top Brands, % of Auto Category Share of Voice (SOV)
Linear TV: Toyota (15%), Nissan (15%), Jeep (11%), Subaru (8%), Chevrolet (7%)
Hulu: Hyundai (22%), Subaru (17%), Chevrolet (13%), Buick (11%), Volvo (8%)
Paramount+: Kia (31%), Chevrolet (26%), Jeep (25%), Subaru (6%), Hyundai (3%)
Tubi: Chevrolet (49%), Buick (28%), GMC (15%), GM (7%), Honda (1%)
Peacock: Subaru (97%), Mercedes-Benz (3%)
PrendeTV: Toyota (96%), Ford (3%), Honda (1%)
discovery+: Subaru (54%), Jeep (45%), Chevrolet (1%)
Footnotes: Percentages total 100% for each platform out of category; table to be read: Toyota had 14% of all auto ad impressions on Linear TV during this time period. Date range for data is July 26 to August 22.
Data in perspective:
Hulu and Paramount+ show the greatest diversity of automotive advertisers on the platform.
Peacock has the least amount of clutter with Subaru advertising almost all of the automotive spots (97%).
Chevrolet has aired on the most number of platforms, including Linear TV, Hulu, Paramount+, Tubi, and The Roku Channel.
Subaru, Buick, and GMC aired on the second most number of platforms, all sharing airtime on Linear TV, Hulu, and Paramount+.
The automotive category makes up almost 9% of all airings on The Roku Channel and holds about 8% share of voice on Paramount+ and Peacock.