Jeep’s Independence Day-themed ad sits at the top of iSpot.tv’s ranking of the most-viewed automotive commercials – the ads that have generated the most impressions across national broadcast and cable TV airings.
The No.1 ad for the week of June 28 focuses on the various landscapes of the U.S. – and how consumers can explore them while driving a “wildly civilized” Jeep Grand Cherokee. According to Ace Metrix Creative Assessment survey data from iSpot, the ad was 4.9% more watchable than the norm for auto brands over the past 90 days. It also was 7.6% more likeable than the norm in that timeframe.
Part of the heavy promotion around the latest Fast & Furious movie, F9, includes a co-branded spot with Dodge. From June 28-July 4, more than 90% of TV ad impressions for the spot came from cable networks, though the single biggest show for impressions was actually Macy’s Fourth of July Fireworks Spectacular on NBC.
In third place, Subaru emphasizes safety in a spot that generated 14.8% more attention than the norm for automotive brands over the past 90 days. The message of safety for your family was the single best thing about the ad, according to 35% of Ace Metrix survey respondents. Said one of those participants: “I like the new safety features, especially since they can protect young drivers.”
Toyota’s fourth-place commercial depicts a friendly competition between vehicle owners to showcase off-road features, handling capabilities and more. Ace Metrix survey respondents found the spot to be “exciting,” while 32% said the single best thing about it was the visual scenes – largely Toyotas speeding through a desert area.
Kia’s new turbocharged K5 is put in the spotlight via a stunt driver in the fifth-ranked ad. As the narrator explains, a flat-spin 360 is not a commonly attempted stunt, yet the K5 appears to accomplish it with some room to spare. The trick was part of the draw for viewers, as Ace Metrix data shows attention for the spot was 5.8% higher than the auto brand norm.
(click on blue links for videos)
Impressions: 221,888,086
Interruption Rate: 2.57%
Attention Index: 97
Est. TV Spend: $1,352,093
2. Dodge: Superpower: The Fast Saga
Impressions: 134,310,462
Interruption Rate: 2.18%
Attention Index: 98
Est. TV Spend: $754,406
3. Subaru: A Parent's Imagination
Impressions: 110,063,438
Interruption Rate: 2.70%
Attention Index: 97
Est. TV Spend: $866,727
Impressions: 109,000,744
Interruption Rate: 1.79%
Attention Index: 98
Est. TV Spend: $2,135,928
Impressions: 106,698,790
Interruption Rate: 2.83%
Attention Index: 97
Est. TV Spend: $1,637,488
Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands
TV Impressions - Total TV ad impressions delivered for the brand or spot.
Interruption Rate - The rate at which the audience present at the beginning of your ad disengages with it before it ends.
Attention Index - A comparison of your ad’s Interruption Rate against your specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means your ad is performing as expected.
Est. National TV Spend - Amount spent on TV airings for the brand’s spots.
