Luxury Automobile Adverts on TV: Genesis Tops the Current Popularity List
During the recent July-August 2025 period, luxury auto brands Genesis, Mercedes-Benz, and Lexus ruled the television advertising landscape.
Genesis stole the show with two top commercials, combining for a staggering 149 million national TV ad impressions between July 28 and August 3. The most-seen ad was a promotional tie-in with the "Freakier Friday" movie, showcasing the GV80 model. Key TV shows where this commercial aired included America’s Got Talent (9.8% of impressions), ABC's Celebrity Family Feud (9.3%), and Bachelor in Paradise (5.7%).
Mercedes-Benz took the lead for July 14-20 with a commercial for the GLS SUV, focusing on its driver-assist systems and smart technology. It achieved 129.6 million national TV ad impressions. The top programs featuring this ad were the 2025 Open Championship (over 41% of impressions), House Hunters (12.41%), and House Hunters International (6.24%).
Lexus made a strong showing with three commercials, combining for 258.9 million impressions in mid-July. Their ads primarily aired on sports-related programming, particularly ESPN's SportsCenter and Fox's Family Guy, which were top platforms for reaching their audience.
Lexus's commercials promoting the Golden Opportunity Sales Event accounted for 95.9 million national TV ad impressions. Notable among these was the "Moodshift" ad, which garnered 47,761,303 impressions and an Attention Index of 93. Another standout was the "Dogs" ad, which had 48,128,271 impressions, an Attention Index of 90, and an Interruption Rate of 1.74%.
Genesis's "Freakier Friday" commercial promoting the GV80 and its reimagined space was equally successful, with 84.8 million national TV ad impressions. Top programming for this commercial included America’s Got Talent, ABC's Celebrity Family Feud, and Bachelor in Paradise. The commercial also received praise, with 28% of viewers surveyed by iSpot's Creative Assessment citing the characters as the "single best thing" about the ad.
The second Genesis commercial promoting the Summer Signature Event received 64.2 million national TV ad impressions. This ad also aired on popular shows such as CBS' Tracker, Discovery's Deadliest Catch, and the WNBA.
Data provided by iSpot, The New Standard for TV Ad Measurement.
In the later half of July 2025, the automotive industry witnessed intense competition among luxury auto brands, with Genesis, Mercedes-Benz, and Lexus dominating the television advertising landscape. Moreover, the finance sector played a significant role during this period, as industry leaders like Genesis and Lexus utilized various events such as the Summer Signature Event and the Golden Opportunity Sales Event to boost sales, with their advertisements receiving considerable impressions on popular television shows and sports programming.
