For electric vehicle (EV) automakers, the race is on to win over the hearts and minds of consumers. Early adopters have largely made the switch, with roughly 10% of U.S. adults now owning a hybrid or EV. But a skeptical majority has been held back by reservations about factors like price and driving range, and EV inventories are piling up.
TV advertising has a critical role to play in selling the EV future, and converting consumer awareness into intent and action. Since 2019, the annual number of TV ad airings for EVs and hybrids skyrocketed over 500%, now accounting for nearly one-quarter of all automotive TV ad spots.
And according to national TV data from January 1 through March 31, 2024, ads for these vehicles were 23% more likely than those for internal combustion engine (ICE) autos to generate consumer engagement, as measured by signals like branded searches and website visits in the minutes after airing,
To help auto brands supercharge their TV advertising, we crunched the latest EV ad data against our 300M+ syndicated TV ad database to identify the industry’s most effective advertisers, top creative trends and themes, and opportunities for growth.
Of all the auto brands tackling EV, there was a clear winner in Q1. Volvo’s TV ads were 175% more likely to drive consumers to interact with the brand versus the average EV creative. Trailing just behind were Acura (+81%) and Volkswagen (+35%), two more frequent EV ad spenders and early-movers in the space developing hybrid and electric offerings.
Notably, Volvo ran just one EV campaign: “Right Here, Right Now,” featuring its XC90 Recharge plug-in hybrid. The Swedish automaker is also one of the category’s lighter spenders, with only 74 ad airings in Q1. Though, its hyper-effective creatives and placements mean that each airing generated considerable impact.
The most consistent theme among top EV campaigns? People want options. Volvo’s winning spot highlighted its plug-in hybrid, equipped for greater versatility and long adventures. Among the top five ads, Lexus’ “Experience Electric” and Jeep’s “Start Something New” both showcased a variety of hybrid and all-electric car models, enticing consumers to choose their own journey.
This thematic focus reflects auto brands’ dual challenges in 2024 and beyond: spurring new EV demand and consumer behaviors, while assuaging real and perceived concerns about electric’s growing pains.
Other top performers tapped into more emotional appeals. The second best-performing EV creative was Volkswagen’s “An American Love Story.” Its found-footage montage debuted during the Super Bowl and celebrates VW’s auto heritage in the US, from its classic Beetle cars and recent hybrid sedans and SUVs to the much-anticipated 2025 ID. Buzz all-electric bus. In third place, Acura’s “Unlock the Energy” presented a theatrical, action-packed trailer challenging viewers to become all-electric gurus.
With consumer engagement surging, EV ads will command a growing share of auto brands’ media mix. For several years running, the forward-looking, inspirational messaging of EVs consistently outperforms traditional car spots, irrespective of whether they promote hybrid or all-electric models.
Auto marketers can gain a competitive edge in the EV race by tapping into TV engagement insights that reveal which spots are actually driving the desired consumer outcomes. EDO's extensive TV ad database includes historical and syndicated category benchmarks, as well as up-to-the-minute airing data for every brand from the past 7 days.
Reach out to discover how our data can inform your EV advertising strategy, and sign up for our newsletter to stay atop the latest industry trends and best practices.