Dodge Spot Leads Latest Ranking of Most-Seen Auto TV Ads

With 179.2 million national TV ad impressions, Dodge takes first place on iSpot.tv’s ranking of the most-seen auto TV commercials for Feb. 12-18. The ad touts a “new breed” of hybrid Hornet R/Ts that are “ready to swarm, ready to sting.” 

Cable networks generated top impression-counts, led by MSNBC (23.8 million), Fox News (19.6 million) and Paramount Network (16.5 million). Top programs by impressions included The Beat With Ari Melber (7.6 million), Yellowstone (7.5 million) and men’s college basketball (5.5 million). 

Mercedes-Benz takes second place with a spot that generated 153 million national TV ad impressions. Nearly a third of those impressions came from airings during HGTV programs, led by House Hunters (13.6 million impressions), My Lottery Dream Home (11.3 million) and Married to Real Estate (5.6 million). According to iSpot’s Creative Assessment, this spot had an overall Persuasion score nearly 19% above industry norms.

At No.3: A Honda commercial promoting the all-electric Prologue, which received 145.2 million national TV ad impressions. Top programming by impressions included the NBA (8.1 million impressions), sMothered (5.3 million) and Friends (4.9 million). Looking at networks, Bravo led with 21.6 million impressions, followed by TBS (15.3 million) and Discovery (11.6 million). 

Subaru owns the fourth- and fifth-place spots, both of which harnessed CBS, NBC, ABC and Animal Planet to generate top impression-counts. The No. 4 ad, “A Beautiful Silence,” had 136.7 million national TV ad impressions, with top programming including Tracker (7.8 million impressions), Today (7.7 million) and Young Sheldon (5.7 million). Per iSpot’s Creative Assessment, 27% of surveyed viewers considered the visual scenes to be the single best thing about the ad.

In the automaker’s fifth-place spot, a child’s endearing voiceover explains how Subaru is providing shoes, socks and coats to kids in urgent need this year. Over half of its 133.6 million national TV ad impressions came from primetime ad airings, led by FBI: International (5.5 million impressions) and The Price Is Right at Night (4.7 million). Other top programming across all dayparts included Today (5.2 million) and Law & Order: Special Victims Unit (4.9 million).

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1. Dodge: A New Breed of Muscle

Impressions: 179,240,555

Interruption Rate: 2.77%

Attention Index: 94

Est. TV Spend: $757,073

2. Mercedes-Benz: Defining Class Since 1886

Impressions: 153,017,567

Interruption Rate: 3.81%

Attention Index: 96

Est. TV Spend: $1,192,177

3. Honda: Latest Innovation

Impressions: 145,193,871

Interruption Rate: 3.03%

Attention Index: 100

Est. TV Spend: $1,600,028

4. Subaru: A Beautiful Silence

Impressions: 136,680,215

Interruption Rate: 3.04%

Attention Index: 100

Est. TV Spend: $1,324,317

5. Subaru: Subaru Loves to Help: Providing Coats, Shoes and Socks to Children in Need

Impressions: 133,571,173

Interruption Rate: 3.50%

Attention Index: 104

Est. TV Spend: $1,302,913

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.