Speed, safety, and selling automobiles: a content analysis of television and digital advertising in 2018, 2020, and 2022

Woods, Amber N. / Farmer, Charles M.
Insurance Institute for Highway Safety
May 2026

Abstract
Objective: The goal of the present study was to analyze television and digital automobile advertising to better understand the predominant themes with a focus on the extent to which speed and speeding are portrayed across different vehicle types and years.
Methods: A total of 2,938 automobile advertisements that aired on television or appeared in digital or social media in 2018 (n = 539), 2020 (n = 1,186), and 2022 (n = 1,213) were examined using content analysis. Coders were trained to identify 23 predefined advertising themes that commonly appear in automobile commercials. Each ad was coded by two independent reviewers, and results were weighted based on the amount of money spent to run these ads.
Results: Vehicle performance, which included speed, maneuverability, traction, stopping, and power, was a theme in 42.7% of automobile advertisements, and its prevalence increased over time. Speed was depicted in 16.3% of ads, while safety appeared in only 8.1%. Ads featuring speed were significantly associated with portrayals of a vehicle as exciting or fun to drive.
Conclusions: Automakers continue to emphasize speed and performance in their advertising, often at the expense of safety messaging. Given the established risks of speeding, reducing these portrayals in media could support a cultural shift toward safety.
Abstract Objective: The goal of the present study was to analyze television and digital automobile advertising to better understand the predominant themes with a focus on the extent to which speed and speeding are portrayed across different vehicle types and years.
Methods: A total of 2,938 automobile advertisements that aired on television or appeared in digital or social media in 2018 (n = 539), 2020 (n = 1,186), and 2022 (n = 1,213) were examined using content analysis. Coders were trained to identify 23 predefined advertising themes that commonly appear in automobile commercials. Each ad was coded by two independent reviewers, and results were weighted based on the amount of money spent to run these ads.
Results: Vehicle performance, which included speed, maneuverability, traction, stopping, and power, was a theme in 42.7% of automobile advertisements, and its prevalence increased over time. Speed was depicted in 16.3% of ads, while safety appeared in only 8.1%. Ads featuring speed were significantly associated with portrayals of a vehicle as exciting or fun to drive.
Conclusions: Automakers continue to emphasize speed and performance in their advertising, often at the expense of safety messaging. Given the established risks of speeding, reducing these portrayals in media could support a cultural shift toward safety.