The two automakers ranked fourth and sixth, respectively, in Advertising Age's latest annual media report by spending a combined $10.83 billion in advertising last year.
A total of 16 automakers appeared on the list of the country's 100 largest advertising spenders, including Volkswagen (12th), Ford (13th) and Fiat-Chrysler (16th).
On its own, GM spent $3.59 billion, an 11 percent increase from the year before. Toyota's spending was $2.86 billion, a 19 percent jump over 2009.
Kia and Hyundai were the two biggest percentage gainers, spending $776 million (a 48 percent jump) and $1.26 billion ( a 42 percent jump), respectively.
The United States remains the largest global advertising market, but its share has declined from 44 percent in 1986 to 33 percent last year. China, meanwhile, took over from Germany as the world's second largest market.
In total, nine global automakers spent more than $1 billion each on advertising last year.
The biggest overall spenders were Procter and Gamble ($11.43 billion), Unilever ($6.62 billion) and L'Oreal ($4.98 billion).
1.'Where's the growth...' view