With 253.9 million TV ad impressions, Honda’s “Act of Determination” takes first place in iSpot.tv’s ranking of the most-seen automotive ads for Jan. 23-29. The spot, which debuted in mid-January, aired over 1,400 times – more than twice as often as the other ads on the chart. Although it aired just two times during NFL games, football delivered over 21.1 million TV ad impressions for the commercial.
Chevrolet takes second place with its enduring “Adventure is Everywhere” ad featuring several Silverado models. The brand continues to leverage the power of the NFL, with over 22% of its impressions coming from the conference championship games during the weekend. The spot’s action-packed sequences resonated with viewers: According to iSpot’s Creative Assessment, 35% of survey respondents cited the visual scenes as the single best thing about the ad.
In its No.3 ad, GMC highlights how the Sierra’s hands-free driving capabilities allow drivers to really rock out – driving home the point with a soundtrack featuring Queen’s iconic anthem “We Will Rock You.” Viewers agreed with the choice, with 27% citing the music as the ad’s single best thing, per iSpot’s Creative Assessment.
Kia’s commercial for the ’23 Sportage X-Pro moves up to fourth place from fifth previously. This was the only ad in the top five that did not air during NFL games; instead, it was NBA games, NCIS and FBI: Most Wanted that delivered top impression counts.
Fifth place goes to Acura’s spot highlighting its upcoming electric model. NFL, NBA and college basketball games each contributed top impression counts, while Fox was the network that delivered the most impressions (33.7 million). iSpot’s Creative Assessment survey data shows 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 81%.
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1. Honda: Act of Determination
Interruption Rate: 2.65%
Attention Index: 92
Est. TV Spend: $6,800,903
2. Chevrolet: Adventure Is Everywhere
Interruption Rate: 2.62%
Attention Index: 99
Est. TV Spend: $10,806,223
Interruption Rate: 2.29%
Attention Index: 111
Est. TV Spend: $5,147,446
Interruption Rate: 3.71%
Attention Index: 90
Est. TV Spend: $1,452,344
5. Acura: New World. Same Energy.
Interruption Rate: 2.17%
Attention Index: 84
Est. TV Spend: $5,760,293
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.