Kia grabs the top spot in iSpot.tv’s weekly ranking of the most-viewed automotive commercials – the ads that have generated the highest number of impressions across national broadcast and cable TV airings.
The NBA postseason emerged as a much-needed tentpole event for the automotive industry to rally its advertising around during the week of April 18, with four of the top five most-seen ads targeting the playoff games.
Kia’s No.1 “Beachcomber” spot was backed by the highest estimated national spend of the list at $4.3 million. Over half of that, an estimated $2.2 million, was dedicated to the playoffs, which also delivered the most impressions.
According to iSpot’s Ace Metrix survey data, the ad also was the best-received of the list, with an overall score 7.7% above industry norms. In particular, the ad took the highest marks in Ace’s “watchability” and “relevance” categories at 5.3% and 8% above industry norms, respectively.
Lincoln’s “Full Moon” was the sole playoffs holdout in the top five, generating the most impressions from a range of primetime and morning news programs. The ad scored the highest on the list among Ace Metrix ratings in “attention” (9.2% above industry norms) and “likeability” (9.7% above industry norms).
Ram’s “Step Into a New Day” at third did double duty on leveraging sports programming, generating the most impressions from a combination of the NASCAR Cup Series and the NBA playoffs. Ace Metrix respondents gave the ad the best “brand match” score of the list, at 86% (meaning viewers remembered it was a Ram ad after watching it).
Nissan spent over half of its estimated $1.9 million national budget on the basketball playoff games, as well as NBA Countdown. Meanwhile, fifth-place Dodge mixed it up between the NASCAR Xfinity Series, the NBA playoffs and SportsCenter.
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Impressions: 245,392,615
Interruption Rate: 2.65%
Attention Index: 100
Est. TV Spend: $4,354,123
Lincoln Motor Company: Full Moon
Impressions: 196,397,244
Interruption Rate: 2.89%
Attention Index: 101
Est. TV Spend: $1,647,399
Ram Trucks: Step Into a New Day
Impressions: 185,483,848
Interruption Rate: 2.84%
Attention Index: 87
Est. TV Spend: $1,347,645
Nissan: Today Is Made for Thrill: Why Wait for Tomorrow?
Impressions: 163,238,252
Interruption Rate: 1.76%
Attention Index: 107
Est. TV Spend: $1,934,162
Impressions: 157,373,435
Interruption Rate: 2.31%
Attention Index: 104
Est. TV Spend: $866,484
Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands
*Ace Metrix auto industry norms data measured over the last 90 days.
TV Impressions - Total TV ad impressions delivered for the brand or spot.
Interruption Rate - The rate at which the audience present at the beginning of your ad disengages with it before it ends.
Attention Index - A comparison of your ad’s Interruption Rate against your specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means your ad is performing as expected.
Est. National TV Spend - Amount spent on TV airings for the brand’s spots.
