BMW: ad spend in the U.S. 2019

In 2019, the BMW Group spent 300 million U.S. dollars on advertising in the United States, slightly picking up after the steep drop compared to the steady annual increase in ad expenses which started in 2014 and lasted until 2017. That year also, BMW was one of the highest spenders on U.S. TV ads, ranking among other prominent European auto makers.

BMW’s year in sales

The Germany- based carmaker was left behind by its fellow national competitors Volkswagen and Daimler, and came in third in terms of revenue generated in 2019. Nonetheles, after a drop in 2018 which according to the car company was due to regulatory changes BMW group saw its global revenues grow again and surpass 100 billion euros in 2019.
One of the major gamechangers for car sales across the European market in September 2018 was the introduction of the Worldwide Harmonised Light Vehicle Test procedure or the WLTP. This was a new, stricter fuel and emissions testing procedure, mandatory for all cars before they go on sale. It adversely affected car sales across Europe, as automobile manufacturers had to stop car production until they obtained certifications.
In comparison, BMW saw only a slight decline in its sales on the Indian market in 2018. The company attributed these results to India’s steady GDP growth rate and increasing number of High Net Worth Individuals as potential buyers in the future.

BMW Group advertising spending in the United States from 2012 to 2019 (in million U.S. dollars)

Characteristic	Spending in millions U.S. dollars
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Release date

July 2020

More information

Region

United States

Survey time period

2012 to 2019

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.

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