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Kia Takes Ad Award With Hip-Hop Soul Campaign

Making $13 bil in auto ads pay off.

by on Apr.21, 2011

Kia's "ham-stars" take top ad honors.

The incredibly popular Kia hamsters scored big in the 2011 Nielsen Automotive Advertising Award.  The automaker’s latest campaign, which put the soul in the Kia Soul, was named Ad of the Year at a New York Auto Show news conference.

Spending on automotive advertising surged to a record $13 billion in the U.S. last year, carmakers putting about 4,400 different commercials in front of TV viewers in a bid to get potential customers into showrooms.

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“Today’s TV viewer is drinking from a firehose,” said Iain Beavis, Nielsen Automotive’s executive vice president.

The problem, said Beavis, during an event attended by several thousand automotive executives and reporters, is that there are all too many ineffective ads that are “wasting your money.”

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