Hyundai takes first place on iSpot.tv’s ranking of the most-seen auto ads for Nov. 6-12, racking up 204.3 million national TV ad impressions for its Getaway Sales Event promotion, a 9% week-over-week increase.
NFL games delivered over a quarter (53.9 million) of the ad’s total impressions, with college football (12.8 million) and NBA games (10.5 million) as two other top impressions-driving programming.
Kia’s “Bird’s Eye View” slips to second from first place week-over-week. It received 171.7 million national TV ad impressions, over 61% of which came from primetime ad airings. Top networks by impressions included ABC (15.4 million), CBS (13 million) and Hallmark Channel (13 million); programming driving the most impressions included Dancing With the Stars (9 million), college football (5.7 million) and 90 Day Fiancé (4.5 million). According to iSpot’s Creative Assessment, this ad scored about the automaker norm for attention and likability.
Moving up from fourth to third place week-over-week is a GMC spot for the Sierra, which ran up 145.6 million national TV ad impressions. Fox dominated for impressions, delivering over 77% of the ad’s total. Top programming by impressions included NFL games (60.8 million), college football (32.9 million) and Fox NFL Sunday (13.2 million).
At No.4: A spot for the Subaru Crosstrek Wilderness, which had 134.2 million national TV ad impressions, a 32% increase from the previous week. Unlike the other commercials on the ranking, football was not a top impressions driver for this ad, which saw top counts from Today (13.9 million), Late Night With Seth Meyers (8.4 million) and The Tonight Show Starring Jimmy Fallon (5.5 million).
Honda dreams big in the fifth-place spot, outlining the company’s aspiration to be carbon neutral by 2050. It received 130.2 million national TV ad impressions, 75% of which came from football: NFL games delivered 73 million impressions and college football generated 24.8 million. Top networks by impressions included Fox (46 million), CBS (26.5 million) and NBC (22.9 million).
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Interruption Rate: 2.24%
Attention Index: 115
Est. TV Spend: $3,572,308
Interruption Rate: 3.46%
Attention Index: 102
Est. TV Spend: $1,778,352
Interruption Rate: 1.81%
Attention Index: 117
Est. TV Spend: $3,628,611
Interruption Rate: 3.04%
Attention Index: 99
Est. TV Spend: $1,377,856
Interruption Rate: 2.65%
Attention Index: 124
Est. TV Spend: $4,468,294
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.