It’s not every day that a violin features prominently in a car commercial, so Mitsubishi’s appearance atop iSpot.tv’s ranking of the most-viewed automotive ads – those that have racked up the highest number of impressions across national broadcast and cable TV airings – is unique and unexpected.
In the most-viewed spot for the week of April 2-8, a violinist is shown vigorously playing over action shots of the ’18 Eclipse Cross, which customers can lease for $189 a month.
Second place goes to Chevrolet and its spot featuring first-time Chevy owners that has been on the chart for weeks. This ad has the best iSpot Attention Index (122) in the ranking, getting 22% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
At No.3 is Honda with a new ad for the ’18 Accord Hybrid that’s all about what pushes people further, while Lincoln’s fourth-place commercial slows things down. In a tranquil voiceover, actor Matthew McConaughey explains how the MKX has a 335-hp turbocharged engine and a Revel Audio-equipped interior.
Ranked fifth is a Mazda commercial that urges viewers to do their thing, whatever it may be, to “feel alive.”
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 8 million smart TVs.
1. Mitsubishi: Strings
259,407,981 Impressions, 84.88 Attention Score, 64 Attention Index, $3,624,259 Est. TV Spend
2. Chevrolet: Switch to a New Chevy
225,285,958 Impressions, 92.50 Attention Score, 122 Attention Index, $3,162,512 Est. TV Spend
3. Honda: Runners
223,102,140 Impressions, 91.24 Attention Score, 109 Attention Index, $5,626,820 Est. TV Spend
4. Lincoln Motor Company: Spring Sales Event: Quiet Tranquility
216,141,429 Impressions, 80.85 Attention Score, 50 Attention Index, $5,023,499 Est. TV Spend
5. Mazda: Feel Alive
209,208,505 Impressions, 90.31 Attention Score, 100 Attention Index, $9,556,866 Est. TV Spend
TV Impressions - Total TV ad impressions delivered for the brand or spot.
Attention Score - Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.
Attention Index - Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.
Est. National TV Spend - Amount spent on TV airings for the brand’s spots.