Topics

Honda Motor Co.
Honda ratchets back prime-time ads to launch concerts, music channel
Honda ratchets back prime-time ads to launch concerts, music channel

American Honda Motor Co. plans to pull money from prime time and other television advertising to launch its own music-streaming channel and sponsor dozens of high-profile concerts and music tours. The move is an attempt to attract young car buyers. Like other automakers, Honda is looking for the best way to approach people under 35 years of age, a segment of the public that appears to be less interested in cars and is harder to reach less through traditional advertising methods. “Quite frankly, we have to figure out how to talk to these people, and music is a great platform to do that,” said Tom Peyton, Honda’s assistant vice president of advertising and...