Hyundai continues to lean into its Getaway Sales Event with a chart-topping commercial promoting deals on the ’24 Tucson and Tucson SEL that received 180.3 million national TV ad impressions across March 25-31, per iSpot.tv.
MLB and NBA games delivered almost matching impression counts, 12.4 million and 12.1 million, respectively, while Family Feud was the No.3 program by impressions (8.2 million). Top networks included ABC (26.1 million impressions), NBC (12.4 million) and The CW (10.1 million). According to iSpot’s Creative Assessment, this ad had an 82% brand match (the percentage of survey respondents who remembered it was a Hyundai ad after watching it), above the recent automotive industry norm of 75%.
Mercedes-Benz’s “Evolves With You” moves from fifth to second place week-over-week, running up 164.5 million national TV ad impressions. HGTV was once again the dominant network, generating 57.9 million impressions, far above AMC (13.7 million) and Science Channel (9.9 million). Top programming included House Hunters (16.6 million), My Lottery Dream Home (8.2 million) and Renovation Aloha (7.3 million).
For the second week in a row, GMC takes third place with a spot for the Sierra. The automaker continued to focus on March Madness action, with men’s college basketball games delivering over 90% of the spot’s total 120.2 million national TV ad impressions. Top impression-generating networks included CBS (78.4 million), TBS (17.3 million) and truTV (13.9 million).
“Freedom you can’t take your eyes off” is the theme of Jeep’s No.4 spot highlighting the ’24 Wrangler and Gladiator models, which had 112.6 million national TV ad impressions. Weekend afternoon ad airings generated slightly more impressions than primetime airings — 20.1 million vs. 20 million. Looking at all dayparts, the NCAA Men’s Basketball Tournament led the list of programming by impressions (18.6 million), followed by Today (10.7 million) and The Beat With Ari Melber (4.7 million).
Chrysler wants to help drivers achieve inner peace through “vanlightenment” in the fifth-place ad for the Pacifica, which had 104.8 million national TV ad impressions. The automaker prioritized cable networks including MSNBC (23.4 million impressions), Paramount Network (18 million) and Fox News (10.8 million). Top programming by impressions included Yellowstone (10.1 million), CBS News Sunday Morning (3.8 million) and Alex Witt Reports (3.6 million).
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1. Hyundai: Getaway Sales Event: Add More Joy
Impressions: 180,341,974
Interruption Rate: 3.15%
Attention Index: 92
Est. TV Spend: $1,284,198
2. Mercedes-Benz: Evolves With You
Impressions: 164,511,497
Interruption Rate: 3.37%
Attention Index: 97
Est. TV Spend: $1,178,688
Impressions: 120,200,522
Interruption Rate: 3.23%
Attention Index: 88
Est. TV Spend: $10,959,551
4. Jeep: Celebration Event: Famous for Freedom: All Eyes on Me
Impressions: 112,596,689
Interruption Rate: 3.81%
Attention Index: 72
Est. TV Spend: $1,967,895
5. Chrysler: Vanlightenment: Inner Peace
Impressions: 104,763,559
Interruption Rate: 3.63%
Attention Index: 93
Est. TV Spend: $545,567
Data provided by iSpot.tv, The New Standard for TV Ad Measurement
TV Impressions - Total TV ad impressions delivered for the brand or spot.
Interruption Rate - The percentage of devices that were present at the beginning of the ad but did not complete watching the ad. Actions that interrupt ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV. The Interruption Rate is measured on a scale of 0 to 100%.
Attention Index - A comparison of the ad’s Interruption rate against its specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means the ad is performing as expected.
Est. National TV Spend - Amount spent on TV airings for the brand’s spots.
