With nearly 177 million TV ad impressions, Chevrolet’s new commercial highlighting various Silverado models in action rockets to the top of iSpot.tv’s most-seen auto ads ranking for Feb. 20-26.
Nearly 42% of the spot’s impressions came from primetime programming, and CBS topped the list of top impressions-driving networks with 28.1 million. The ad also had the highest spend of the five on the chart: an estimated $1.4 million.
Nissan slips to second place from first the previous week, with its “Whodunnit” ad generating 143.6 million TV ad impressions. Programming in the entertainment genre delivered top impression counts, led by Family Feud with over 6 million impressions.
User-generated content is front and center in Dodge’s third-place spot, which closed out the week with 131.5 million TV ad impressions. According to iSpot’s Creative Assessment, the footage – from real Dodge owners – was a compelling component: 33% of surveyed viewers cited the visual scenes as the single best thing about the commercial. America’s Got Talent: All-Stars, men’s college basketball and 60 Minutes were the top three programs by impressions.
A Subaru ad for the Solterra, the brand’s first all-electric, zero-emissions SUV, takes fourth place. The environmentally friendly theme resonated with viewers: Per iSpot’s Creative Assessment, 22% of survey respondents said the message was the single best thing about the spot. Top networks by impressions included Discovery (8.6 million), Animal Planet (7.6 million) and MSNBC (6 million).
Acura’s fifth-place ad is vibrant in both visuals and soundtrack, featuring electrifying guitar riffs from Jimi Hendrix. Sports played a large role in generating impressions: Combined, NBA basketball, men’s college basketball and PGA Tour golf delivered nearly a third of the ad’s total impressions for the week. According to iSpot’s Creative Assessment, the spot had 90% brand recognition (the percentage of survey respondents who remembered it was an Acura ad after watching it) – above the automaker industry norm of 80%.
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Interruption Rate: 2.71%
Attention Index: 109
Est. TV Spend: $1,416,081
2. Nissan: Nissan Sales Event: Whodunnit
Interruption Rate: 2.75%
Attention Index: 81
Est. TV Spend: $627,827
3. Dodge: The Real Brotherhood of Muscle
Interruption Rate: 2.45%
Attention Index: 100
Est. TV Spend: $663,227
Interruption Rate: 3.33%
Attention Index: 94
Est. TV Spend: $933,558
5. Acura: New World. Same Energy.
Interruption Rate: 2.87%
Attention Index: 96
Est. TV Spend: $963,633
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.