Automakers spent less on national TV ads in July 2022 than they did in July 2021 — 41% less, in fact, according to MediaPost. Last year, the Olympics, NBA Finals and the Stanley Cup all aired in July, which provide ad opportunities for companies who sponsor major sporting events. According to Stuart Schwartzapel, senior vice president, media partnerships at iSpot.tv, automakers are currently focused on buying ads around “comfort food” viewing, i.e. syndicated dramas and sitcoms. Toyota, for example, spent 4.43% of its budget toward “The Bachelorette” and 3.13% of its budget toward “Friends.” Subaru was the automotive brand who spent the most in July, allocating $10.5 million for TV ads. Most of Subaru’s budget emphasized drama and action shows (17.9%) and reality shows (17.6%).