Hyundai Again Dominates Most-Seen Auto TV Ads Chart

For the third week in a row, Hyundai owns the No.1 commercial on iSpot’s ranking of most-seen automotive TV ads. 

“Vail” garnered 209.8 million national TV ad impressions Dec. 4-10, a 61% week-over-week increase. The automaker also owns the fourth-place spot, another promotion for the same sales event but with a “Breckenridge” spin, that received 132.8 million national TV ad impressions. The NFL was a key driver of impressions for both commercials, accounting for nearly 50% of the total count for each. Looking at top networks, NBC led for both ads, generating 96.9 million impressions for “Vail” and 77.5 million for “Breckenridge.” 

The sales promotions continue with the second-place spot from Kia, which racked up 169.7 million national TV ad impressions, 38% of which came from primetime airings. Top impressions-driving programming included Family Feud (14.7 million impressions), NBA games (11.4 million) and college basketball (6.2 million). According to iSpot’s Creative Assessment, this commercial had a 91% brand match (the percentage of survey respondents who remembered it was a Kia ad after watching it), above the recent automaker industry norm of 79%.

At No.3 with 154.6 million impressions is a spot for the Infiniti QX60, which manages to both crack a joke and tout the model’s spacious interior in just 15 seconds. Top impressions-generating networks included NBC (22 million), HGTV (16.5 million) and Hallmark Channel (15.7 million). Today (14.2 million impressions), House Hunters (8 million) and Today With Hoda & Jenna (5.2 million) were the top programs by impressions.

Rounding out the ranking is a spot for the ’23 Jeep Grand Wagoneer featuring Derek and Hannah Jeter which had 129.4 million national TV ad impressions. Weekend afternoon was the top daypart by impression delivery, with primetime a close second (both accounted for about a third of the ad’s total impressions). The NFL was the top impressions-generating program by a long shot, racking up 48.3 million, with Today (9.2 million) and Kitchen Nightmares (3.4 million) a distant second and third. 

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1. Hyundai: Getaway Sales Event: Get In and Get Away: Vail

Impressions: 209,846,629 

Interruption Rate: 2.28%

Attention Index: 103

Est. TV Spend: $4,749,566

2. Kia: The Gift of Great Deals

Impressions: 169,655,016  

Interruption Rate: 2.95%

Attention Index: 92

Est. TV Spend: $1,557,682

3. Infiniti: In the Attic

Impressions: 154,641,591 

Interruption Rate: 1.25%

Attention Index: 102

Est. TV Spend: $754,146 

4. Hyundai: Getaway Sales Event: Get In and Get Away: Breckenridge

Impressions: 132,798,227   

Interruption Rate: 1.77%

Attention Index: 95

Est. TV Spend: $2,831,915

5. Jeep: Drove All Night

Impressions: 129,414,288 

Interruption Rate: 2.55%

Attention Index: 88

Est. TV Spend: $2,504,683 

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.