For the second week in a row, Chevrolet’s commercial for the ’24 Trax takes first place on iSpot’s ranking of the most-seen auto TV ads. The spot racked up 346.6 million national TV ad impressions, a 59.6% increase from the previous week.
Chevy also owns the No.2 ad, a Barbie movie tie-in promoting the Blazer EV that ran up 218.8 million TV ad impressions. Cable networks delivered top impression counts for both spots, but with some variation: For the Trax, ION (31.8 million impressions), CNN (29.8 million) and History (22.7 million) led, while Fox News (36.3 million), HGTV (31.6 million) and Investigation Discovery (19.4 million) were the top three networks by impressions for the Blazer commercial.
Ram Trucks slips from second to third place week-over-week, with its “Make This the Summer” sales event promotion receiving 200.6 million national TV ad impressions. For the second week in a row, MSNBC was the top driver of impressions, generating 13.4 million, while HLN and History each delivered about 8.5 million impressions.
Fourth place goes to Alfa Romeo’s spot for the Tonale that got 197.8 million TV ad impressions. Cable networks led for impression delivery, with HGTV (30 million), AMC (27.3 million) and Hallmark (15.3 million) as the top three. House Hunters was the No. 1 program by impressions (17 million), generating over 10 million more than the No.2 program (Today With Hoda & Jenna). Per iSpot’s Creative Assessment, 31% of surveyed viewers found the visual scenes to be the best thing about the commercial.
Kia’s “Bird’s Eye View” rounds out the ranking with 168.7 million TV ad impressions, 61% of which came from primetime ad airings. ABC led for network impression delivery (31 million), followed by CBS (15.2 million) and BET (11.5 million). According to iSpot’s Creative Assessment, this commercial scored above the auto norm for attention and likability.
(Click on blue links for videos)
1. Chevrolet: Stay Connected, Safe and Charged
Impressions: 346,592,016
Interruption Rate: 3.11%
Attention Index: 89
Est. TV Spend: $1,825,742
2. Chevrolet: Blazer EV and Barbie
Impressions: 218,834,795
Interruption Rate: 2.49%
Attention Index: 101
Est. TV Spend: $1,073,266
3. Ram Trucks: Make This the Summer Event: Opportunity
Impressions: 200,594,365
Interruption Rate: 3.50%
Attention Index: 91
Est. TV Spend: $1,153,707
Impressions: 197,803,432
Interruption Rate: 3.96%
Attention Index: 79
Est. TV Spend: $1,150,557
Impressions: 168,730,893
Interruption Rate: 3.31%
Attention Index: 95
Est. TV Spend: $1,327,165
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.
