Coronavirus Still Out Front in Most-Seen Auto Ads

The first-place Fiat Chrysler commercial says the brand is offering zero-percent financing for 72 months with no monthly payments for 120 days on select ’20 models.

Jim Irwin, Associate Editor

May 13, 2020

2 Min Read
FCA most-watched 5-12-20
“Engines are restarting,” Fiat Chrysler ad declares.

A coronavirus-themed spot from Fiat Chrysler is iSpot.tv’s most-viewed automotive commercial, collecting the highest number of impressions across national broadcast and cable TV airings.

The next three highest-ranked ads for the week of May 4 also reference the advertisers’ response to COVID-19.

The first-place FCA commercial says “engines are restarting, and we’re shifting into drive,” with the brand offering zero-percent financing for 72 months with no monthly payments for 120 days on select ’20 models. This spot has the best iSpot Attention Score in the ranking (97.41) and received 52% fewer interruptions than the average auto ad.

The No.2 spot says customers can count on Toyota to be there for them, with many service centers open and some offering no-contact vehicle drop-off. For new buyers, the automaker is offering special financing on select models.

The third-place commercial from Lexus urges people to find out how their Lexus dealer can serve their individual needs, because the brand has always been about “putting people first.”

Subaru takes fourth place with an ad declaring “love is more important than ever” right now. Subaru and its retailers are donating 50 million meals to Feeding America.

Honda rounds out the ranking with the only spot that doesn’t address the pandemic. Instead, the automaker is introducing its first-ever CR-V Hybrid, which, it says, is “fun to drive, wherever you go.”

 

(click on blue links for videos)

 

1. Fiat Chrysler Automobiles: Drive Forward: Full Line

Impressions: 266,907,701

Attention Score: 97.41

Est. TV Spend: $2,891,178

 

2. Toyota: Promise

Impressions: 244,031,268

Attention Score: 95.42

Est. TV Spend: $4,533,516

 

3. Lexus: What We've Always Done

Impressions: 146,835,073

Attention Score: 92.63

Est. TV Spend: $2,328,464

 

4. Subaru: Never Been More True

Impressions: 108,056,268

Attention Score: 95.24

Est. TV Spend: $1,545,698

 

5. Honda: From the City to the Mountains

Impressions: 98,987,367

Attention Score: 97.16

Est. TV Spend: $2,064,774


Data provided by iSpot.tv, the always-on TV ad measurement and attribution company.

 

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.

Est. National TV Spend - Amount spent on TV airings for the brand’s spots.

 

 

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