Honda is putting over $50 million dollars into their advertising strategy centered around music.
Peyton also reports a direct impact on car sales from the Civic Tour over the years, but declined to share specifics. Instead, he points to a 34% lift in purchase-consideration as measured from ticket-buyers when compared to prospective auto-buyers who didn’t attend the tour. “It helps us know that we’re fishing exactly where the fish are,” Peyton says. [...] Honda's amped-up investment immediately places the brand among the most active spenders in music, let alone automotives, which for years have been led by Chevrolet.