Kia Motors Corp., fueled by a big boost in spending on online video and other so-called unmeasured media, leapfrogged Daimler AG and climbed 11 spots on Advertising Age's 2015 list of 200 Leading National Advertisers.
Advertising Age, a sibling publication of Automotive News, said in its annual report that all companies continue to boost unmeasured media spending, which also includes social media and other digital channels. Advertising spending has been moving steadily away from traditional measured media, which includes ads in TV, radio, print and outdoor media.
That shift was noticeable at almost all automakers, too.
Kia was the only automaker to move up in the rankings relative to other auto companies, passing Daimler on the list. Kia's jump to No. 68 was the result of a 17 percent surge in total 2015 U.S. advertising spending to $649 million. The automaker's unmeasured spending for the year skyrocketed 71 percent.
Daimler's total spending rose 5.1 percent to $590.5 million, putting it No. 74 on the list.