Hyundai expands Prime Video movie sponsorship after brand lift gains

Hyundai Motor UK has renewed and expanded its exclusive sponsorship of new Prime Original movies on Prime Video in the UK for a second year, showing how an automaker is extending an always-on streaming sponsorship after reporting double-digit gains in brand lift. The 12-month deal starts immediately and features 25 per cent more new Prime Original movies, plus a curated back catalogue where Hyundai is the only sponsor before the film begins, using Amazon's first-party insights across Fire TV, online video and display.

The campaign will showcase the newly launched IONIQ 3, the IONIQ 6 N, the SANTA FE and the TUCSON, alongside titles including Masterplan and Love Of Your Life.

Hyundai Motor UK is the British subsidiary of South Korea's Hyundai Motor Company, registered in Leatherhead, Surrey. It sold more than 93,100 vehicles in 2025, taking a 4.6% market share and ranking sixth among UK car manufacturers.

Amazon Ads is the advertising arm of Amazon, offering sponsorships across Prime Video, Fire TV, online video and display.

The renewal turns a first-mover sponsorship into a repeat annual commitment: Phil Christer, managing director of Amazon Ads UK, said Hyundai was the first brand to develop a full-year sponsorship with original movies on Prime Video in the UK, adding that results held every quarter.

Ashley Andrew, president and CEO of Hyundai Motor UK, said the partnership has kept the brand front of mind while reaching audiences beyond traditional TV, and that renewal allows the company to build on that momentum and showcase its electric and hybrid range.

The case for renewal rests on measured outcomes: a Dynata study recorded uplifts of up to 24 points in aided ad awareness, 23 in brand consideration and 25 in favourability, while an AudienceProject study found 60 per cent of the audience reached was incremental to Hyundai's wider campaign. Both studies were run in conjunction with the sponsorship.

The renewal comes as Amazon Ads widens its Prime Video range with genre-focused multi-title sponsorships and new single-title formats. For the sector, it shows streaming sponsorship moving from a one-year trial to a repeat, always-on buy backed by brand lift evidence.

Source: Advanced Television / Hyundai Motor UK