Cadillac falls to second place as Buick rises to the top spot with its heavily aired “Family’s New Alexa” ad, according to iSpot.tv’s ranking of the most-viewed auto ads.
Buick aired the spot over 1,570 times for the week of May 30, nearly double that of all other auto ads on this week’s list, and it was backed by the week’s highest estimated national spend of $2.5 million. The NHL playoffs and Dateline tag-teamed to deliver the most impressions for the ad.
According to iSpot’s Ace Metrix survey data, the spot was the most well-received in the list, with an overall score 12.2% higher than industry norms, and the highest persuasion score on the list at 10.7% above industry norms.
Cadillac remained a close second, though, with the next-highest overall Ace survey and persuasion scores, plus the best “brand match” result at 90% (the percentage of viewers who remembered it was a Cadillac ad after viewing it). It was the only other ad on the list for which the NHL playoffs were among the top five sources of impressions.
The remainder of the list features ads from Chevrolet, Nissan and Jeep.
Chevy’s “Work Remote” tied Cadillac’s “brand match” score at 90% but skipped the NHL playoffs in favor of NASCAR races and MLB baseball to deliver impressions. Nissan’s “Today Is Made for the Thrill” had the second-highest estimated national ad budget, primarily due to its focus on targeting the NBA finals (which also delivered the most impressions). And Jeep’s “Jurassic World Dominion”-themed ad largely leveraged news programming such as Today, 60 Minutes and CBS News Sunday Morning for impressions.
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Interruption Rate: 2.35%
Attention Index: 100
Est. TV Spend: $2,484,252
Interruption Rate: 2.21%
Attention Index: 107
Est. TV Spend: $1,254,850
Interruption Rate: 2.43%
Attention Index: 103
Est. TV Spend: $1,057,821
Interruption Rate: 1.82%
Attention Index: 105
Est. TV Spend: $2,235,565
Interruption Rate: 2.60%
Attention Index: 105
Est. TV Spend: $1,134,076
Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands
*Ace Metrix auto industry norms data measured over the last 90 days.
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.