New Zealand auto ad spend hits $124m as Nissan doubles investment
Nielsen data shows shifting patterns in New Zealand's automotive advertising landscape, with Nissan emerging as a key player.
Three days after Nielsen Ad Intel and Nielsen Consumer & Media Insights (CMI) released their latest data, a comprehensive analysis reveals significant changes in New Zealand's automotive advertising landscape. The passenger vehicle sector maintained its position as the seventh-largest advertising category in the country during 2024, with automotive brands collectively investing $124 million in advertising efforts.
The data, released on January 30, 2025, indicates a notable transformation in market dynamics. While the overall category experienced a decline in advertising expenditure, several major manufacturers substantially increased their marketing investments. Toyota, BMW, and Nissan collectively accounted for 35% of the automotive advertising share in 2024, marking a significant increase from their 20% share in the previous year.
Nissan's strategic shift in advertising investment emerged as particularly noteworthy. The Japanese manufacturer advanced from ninth to third position in advertising spend rankings within the automotive sector. According to Nielsen Ad Intel's Pacific Commercial Lead, Rose Lopreiato, this increase represented more than double their previous year's investment.
The market research also unveiled changing consumer behaviors in New Zealand. Nielsen CMI data demonstrated that 22% of New Zealanders planned to purchase a new vehicle within the next 12 months, increasing from 20% in 2023. The interest in environmentally conscious transportation options remained consistent, with 28% of New Zealand consumers indicating consideration of hybrid or electric vehicles for their next purchase, maintaining the same level as the previous year.
The comprehensive analysis of advertising expenditure revealed a detailed ranking of automotive manufacturers by their marketing investments. Toyota secured the top position, followed by Kia in second place. Nissan's significant increase in advertising spend positioned them in third place, followed by BMW and Hyundai completing the top five. Suzuki, Ford, Mazda, Mercedes-Benz, and Volkswagen rounded out the top ten advertisers in the automotive sector.
Nielsen Commercial Director NZ Agencies & Advertisers, Helene Maurer, highlighted the significance of these market developments. According to Maurer, the growth patterns hold particular importance as New Zealand consumers demonstrate renewed interest in new vehicle purchases while maintaining their focus on sustainable transportation options.
The market research data suggests a complex interplay between advertising investments and consumer preferences. Despite the overall category facing certain challenges, the increased spending by industry leaders indicates their strategic focus on maintaining market presence and adapting to changing consumer preferences.
The automotive sector's advertising landscape reflects broader market dynamics, with manufacturers adjusting their marketing strategies in response to various factors. The sustained interest in hybrid and electric vehicles suggests a continuing shift in consumer preferences, even as overall advertising spending in the category experiences some contraction.
These findings provide essential insights for understanding the current state of New Zealand's automotive market. The data indicates that while some manufacturers have reduced their advertising presence, others have significantly increased their investments, suggesting different strategic approaches to market engagement.
The research methodology combined data from Nielsen NZ Ad Intel, covering the period from January to December 2024, with consumer insights from Nielsen CMI gathered between Q4 2022 and Q3 2024. This comprehensive approach provides a detailed view of both advertising expenditure patterns and consumer intentions in the New Zealand automotive market.
The findings demonstrate the dynamic nature of automotive marketing in New Zealand, with manufacturers adopting varied approaches to market engagement. The maintained interest in sustainable vehicle options, combined with increased purchase intentions, suggests a market in transition, with manufacturers adjusting their marketing strategies accordingly.
Through this detailed market analysis, Nielsen's research provides a comprehensive overview of the current state of automotive advertising in New Zealand, offering insights into both manufacturer strategies and consumer preferences in the transportation sector.