The news: Automotive national TV ad spending plunged 24% YoY in April, dropping from $210.6 million to $160.3 million, per iSpot. Ad impressions dropped in kind, down 20.3% YoY.

The pullback reflects the auto industry’s lengthy struggles with declining sales and tariffs that are prompting a budget realignment for the longtime TV ad stalwart. We expect the auto industry’s traditional ad spending (which includes TV) to decline over the next several years.