Cadillac retains its leading position as the automaker with the most-viewed car commercial for the week, with a slightly updated take on its spot touting the Lyric BEV. “Lead The Charge” did just that, propelled by targeting across various news-related programs such as ABC World News Tonight, the Today show, NBC Nightly News and CBS Mornings.
Interestingly, iSpot estimates that Cadillac spent the most advertising on the NBA playoffs, but the resulting impressions didn’t crack the list of top-five shows generating the most impressions for the ad. According to iSpot’s Ace Metrix survey data, the spot also has the highest brand recognition score of this week’s list, at 90% (the percentage of viewers who remembered it was a Cadillac ad after viewing it).
But it was Buick’s “Family’s New Alexa,” in second place on the list, that claimed the best Ace Metrix scores. Survey respondents gave it an overall rating 12.5% higher than industry norms and a persuasion score 10.8% above industry norms. Among individual survey categories, “information” led the charge, rating a whopping 16.5% above industry norms.
Making its debut on the list this week is Volkswagen, with the spot “Those Guys” promoting the Atlas model. Volkswagen leaned heavily on the NBA playoffs for impressions, as well as late-night talk shows such as Jimmy Kimmel Live and The Late Show With Stephen Colbert.
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Impressions: 256,206,467
Interruption Rate: 2.51%
Attention Index: 92
Est. TV Spend: $2,053,955
Impressions: 217,771,550
Interruption Rate: 2.37%
Attention Index: 95
Est. TV Spend: $2,217,690
Impressions: 165,120,960
Interruption Rate: 2.13%
Attention Index: 100
Est. TV Spend: $970,905
Impressions: 125,437,938
Interruption Rate: 2.44%
Attention Index: 101
Est. TV Spend: $1,140,979
Impressions: 125,413,665
Interruption Rate: 2.89%
Attention Index: 86
Est. TV Spend: $1,925,711
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.
