Toyota's advertising spending in the U.S. 2021

The Japanese car manufacturer Toyota spent nearly 1.6 billion U.S. dollars on advertising in the United States in 2021. The company made it to the list of top five auto manufacturers based on advertising spending in the country that year. Compared to 2020, Toyota increased its ad expenditure by approximately 13 percent.

Toyota Motor makes high investment to promote Lexus

In 2021, Toyota ranked as the leading car brand in the U.S. based on vehicle sales. With about 1.9 million units sold to U.S. customers, Toyota ranked ahead of competitors such as Ford and Chevrolet. That same year, the manufacturer spent on advertising roughly 1,000 U.S. dollars per unit of Lexus sold in the American market. The luxury model had one of the highest investment in ads per vehicle sold among automobile brands in United States.

Ad spend in the automotive industry in decrease

Measured media ad spend in the American automotive industry amounted to 7.9 billion U.S. dollars in 2021. Although the industry still drives billions of ad dollars annually, it has already shown higher investments in the past. For instance, advertising expenditure in the automotive category totaled 14 billion U.S. dollars in 2014.

Toyota Motor Corporation's advertising spending in the United States from 2007 to 2021 (in billion U.S. dollars)

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Release date

July 2022

More information

Region

United States

Survey time period

2007 to 2021

Supplementary notes

The figures include measured-media advertising spending and unmeasured spending. Measured media is based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media.
Figures have been rounded.

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