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Derek and Hannah Jeter headline week’s most-watched auto ad.

Audience Eyes Wide Open for Jeep’s Most-Seen TV Auto Ad

Jeep’s “Eyes Wide Open” ad featuring Derek and Hannah Jeter put the greatest emphasis on placements during NFL games and Today, according to iSpot.tv.

Following a brief absence from iSpot.tv’s weekly ranking, Jeep’s “Eyes Wide Open” surges back in with the most TV ad impressions of any automaker spot from Nov. 28-Dec. 4. Nearly 14% of the spot’s impressions were delivered by NFL action, with another 12.9% attributable to Today.

According to iSpot’s survey-based Creative Assessment, the ad – featuring Derek and Hannah Jeter – was 8% more likable than the average automotive ad, and 6% more watchable.

Subaru places two separate ads in this week’s ranking, both shining a spotlight on the brand’s Share the Love Event. iSpot’s Creative Assessment shows “Portraits of Love” garnered 13% more attention than the norm for automakers. The spot, which focuses on Subaru’s charitable activities, scored highly among those surveyed in terms of emotions such as “heartfelt.” 

Honda’s “Dream Onward” moves from No.1 to No.4 in the ranking, while remaining heavily invested in football. Nearly 36% of the spot’s TV ad impressions for the week were attributable to the NFL or college football. The ad also saw 90% brand recognition (i.e., the percentage of viewers who remembered it was a Honda ad after watching it) – well above the auto industry norm of 79%.

At No. 5, Lexus’s “Time Machine” prioritized cable networks for 87% of its TV ad impressions on the week, while appearing during men’s college basketball games and the World Cup (among other programs). Survey respondents shared that the spot was 9% more likable than the norm for automakers, with the commercial’s narrative and the RX SUV’s “upscale” appearance prompting the most emotional resonance.

(Click on blue links for videos) 

1. Jeep: Eyes Wide Open

Impressions: 219,415,057

Interruption Rate: 2.45%

Attention Index: 99

Est. TV Spend: $2,876,961

2. Subaru: Share The Love Event: Portraits of Love

Impressions: 194,846,619

Interruption Rate: 3.42%

Attention Index: 85

Est. TV Spend: $1,716,172

3. Subaru: Share the Love Event: Love Is Local

Impressions: 172,811,320

Interruption Rate: 3.14%

Attention Index: 87

Est. TV Spend: $1,631,959

4. Honda: Dream Onward

Impressions: 168,451,092

Interruption Rate: 2.30%

Attention Index: 90

Est. TV Spend: $3,477,243

5. Lexus: Time Machine

Impressions: 155,487,870

Interruption Rate: 2.30%

Attention Index: 88

Est. TV Spend: $939,666

 

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 your 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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