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

In 2018, Honda Motor Company spent 1.39 billion U.S. dollars on advertising in the United States. After three years of lowered ad expenditures, in 2016 the automaker increased their promotional spending to a record high of 1.38 billion and have continued to spend similar amounts ever since. Among competitors, Honda ranked fifth in terms of ad spend that year, behind General Motors, Ford, and Fiat Chrysler. The company also lagged slightly behind fellow Japanese manufacturer, Toyota, but was ahead of Nissan.

Honda’s history on the U.S. market

Honda has been operating in the United States since 1959 when the first store was opened in Los Angeles. It took 11 years for the Japanese-based company to expand to the American market but since then Honda has been active and innovative in its approach to trading in the U.S. and has become one of the most popular motor vehicle brands. In fact, it was the first manufacturer to comply with the Clean Air Act regulations introduced in the 1970s. Throughout the decades Honda's cars were consistently growing in popularity among American drivers and today more than 8.7 percent of 30 to 49-year-olds in the U.S. claimed that Honda is their primary vehicle.

Honda Motor Company's advertising spending in the United States from 2007 to 2018

Spending in billion U.S. dollars
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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 Advertising Age publications.
Some of the figures have been rounded.

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