Toyota's advertising spending in the U.S. 2007-2018

The Japanese car manufacturer Toyota spent 1.44 billion U.S. dollars on advertising in U.S. media in 2018. The company made it to the list of top five auto manufacturers based on advertising spending that year, behind General Motors and Ford Motors.

Toyota Motors operational highlights

In 2018, Toyota launched Toyota New Global Architecture (TNGA) to build vehicles on common platforms with common parts. They aimed for flexible manufacturing plants to be responsive to changes in the marketplace. So far, the company has applied TNGA to full-sized models, announcing the Camry and the Lexus LC and LS in 2017, and the Crown and Corolla Sport in 2018. In that same year, Toyota produced a total of 8.96 million vehicles.
Toyota is one of the leaders in terms of global car unit sales. However, the Japan-headquartered automotive giant faced competition in terms of sales from Germany’s Volkwagen Group and Renault-Nissan-Mitsubishi, where it lagged behind both companies, by at least 200 thousand units.

Toyota Motor Corporation's advertising spending in the United States from 2007 to 2018

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Release date

June 2019


United States

Survey time period

2007 to 2018

Supplementary notes

The figures includes measured-media advertising spending (source: Kantar Media) and unmeasured spending (estimated by Advertising Age). Measured media from WPP's Kantar Media 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 Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology.
Figures for 2007 to 2013 come from earlier AdAge publications.

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