Ram Trucks Are ‘For Every Season’ in No.1 Auto TV Ad

A new spot promoting Ram’s Memorial Day Sales Event had the most TV ad impressions, per iSpot.tv.

Wards Staff

June 2, 2023

3 Min Read
Ram most-watched 5-31-23
Ram ad claims most TV viewer impressions twice in three weeks.

With 273.9 million national TV ad impressions, Ram Trucks owns the top commercial on iSpot’s ranking of most-seen auto TV ads for May 22-28. The spot, featuring music by rock band Greta Van Fleet, portrays people from various walks of life taking advantage of the features and versatility provided by Ram. Cable networks delivered top impression counts, led by MSNBC (21.8 million TV ad impressions), ESPN (14 million) and Paramount Network (12.5 million). 

Dodge’s “Swarming the Nation” takes second place, racking up 200.2 million TV ad impressions. Survivor, Yellowstone and Mike & Molly were the top three programs by impressions. The commercial has a unique style that viewers seemed to appreciate: According to iSpot’s Creative Assessment, 31% of survey respondents cited the visual scenes as the single best thing about the ad.  

At No.3 is Chevrolet’s enduring “Big Life,” which has received similar weekly TV ad impression counts for the past few weeks (190 million-191 million). The brand is holding steady in its strategy of targeting a mix of sports, entertainment and news programming to reach a varied audience: NHL led for top programming by impressions (4.5 million), while Fox News was the No.1 impressions-generating network (19.4 million). Per iSpot’s Creative Assessment, this commercial has the highest persuasion score on the list: 9.3% above industry norms.

Mercedes-Benz takes fourth place with an ad highlighting its lineup of electric vehicles and special offers available during its Electric Dream Days sales event. Of the spot’s 150.8 million TV ad impressions, over 21% came from college baseball games, with Formula 1 Racing (10 million impressions) and NBA games (6.5 million) a distant second and third. 

Infiniti’s “Guy Thing” rounds out the ranking with 129.2 million TV ad impressions. Primetime airings delivered a notable 40.9% of the ad’s total impressions, led by NBC’s The Voice, which generated more than 14 million TV ad impressions across its three-episode, two-day season finale. Survey data from iSpot’s Creative Assessment reveals that the ad performed above auto-industry norms for likability, desire and relevance. 

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1. Ram Trucks: Memorial Day Sales Event: For Every Season 

Impressions: 273,856,652

Interruption Rate: 2.83%

Attention Index: 97

Est. TV Spend: $1,790,942

 

2. Dodge: Swarming the Nation 

Impressions: 200,241,722

Interruption Rate: 2.33%

Attention Index: 99

Est. TV Spend: $1,097,361

 

3. Chevrolet: Big Life 

Impressions: 191,398,885

Interruption Rate: 2.85%

Attention Index: 94

Est. TV Spend: $1,297,468

 

4. Mercedes-Benz: Electric Dream Days: Intense Thrills 

Impressions: 150,757,164

Interruption Rate: 4.26%

Attention Index: 90

Est. TV Spend: $1,306,355

 

5. Infiniti: Guy Thing 

Impressions: 129,180,263

Interruption Rate: 1.34%

Attention Index: 99

Est. TV Spend: $617,628


 

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.

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