For the second week in a row, Chevrolet takes first place on iSpot.tv’s most-seen auto ads ranking for Feb. 27 through Mar. 5. Its spot promoting Silverado models generated over 212 million TV ad impressions – a 20% increase from the previous week – while its estimated TV ad spend increased by 17% week-over-week.
Dodge moves into second place from third the previous week, with “The Real Brotherhood of Muscle” collecting 138.7 million TV ad impressions. Over a third of its impressions came from prime time programming, led by men’s college basketball. Looking at the top impressions-driving networks, NBC was miles ahead with 20.3 million impressions, followed by MSNBC and CBS, with about 9.9 million each.
Lexus owns two positions on the ranking, third and fifth, for a combined 240.7 million TV ad impressions. Both promote the “Invitation to Lexus Sales Event,” although with different themes. At No.3 with 130.3 million TV ad impressions is “Electric Feels,” which puts EV models on display as a spokesman encourages viewers to “experience the elevation of electrification.” “Powerful Feels” takes fifth place with 110.4 million impressions. Men’s college basketball, MLB games and Law & Order: Special Victims Unit were among the top impressions-driving programs for both commercials.
Subaru’s spot for the Solterra electric CUV holds steady at No.4 week-over-week, despite an 18% decrease in spend and an 11% decrease in TV ad impressions. According to iSpot’s Creative Assessment, the spot had 90% brand recognition (the percentage of survey respondents who remembered it was a Subaru ad after watching it) – above the automaker industry norm of 80%.
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Impressions: 212,133,882
Interruption Rate: 2.69%
Attention Index: 102
Est. TV Spend: $1,652,495
2. Dodge: The Real Brotherhood of Muscle
Impressions: 138,657,791
Interruption Rate: 2.51%
Attention Index: 99
Est. TV Spend: $845,424
3. Lexus: Invitation to Lexus Sales Event: Electric Feels
Impressions: 130,284,057
Interruption Rate: 1.81%
Attention Index: 97
Est. TV Spend: $720,739
Impressions: 111,306,842
Interruption Rate: 3.19%
Attention Index: 92
Est. TV Spend: $765,855
5. Lexus: Invitation to Lexus Sales Event: Powerful Feels
Impressions: 110,374,843
Interruption Rate: 1.95%
Attention Index: 94
Est. TV Spend: $468,593
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.
