In something of a battle of Hollywood stars, a Lincoln ad voiced by Matthew McConaughey leads iSpot.tv’s ranking of the most-viewed automotive commercials, ending the three-week reign of a Nissan spot featuring fellow Oscar winner Brie Larson.
The first-place ad for the week of May 10 promotes Lincoln’s family of utility vehicles, which
provide “comfort in the extreme,” McConaughey says in voiceover. According to an iSpot Ace Metrix survey, this spot scored above the norm for auto industry commercials for watchability, with viewers considering it “soothing” and “cinematic.”
Nissan’s enduring commercial starring Larson slips to second place; the high-octane ad shows off various models in all types of terrains, with Larson proclaiming that viewers “deserve a car that thrills you.” Per Ace Metrix, 32% of survey respondents said the visual scenes were the single best thing about the spot, with one viewer saying, “It was very exciting and not exactly new but fun. Full of action and I really like the brand.”
No.3 goes to Toyota, with an ad pointing out that no matter what summer sports you’re into, there’s a Toyota that will suit your needs. Right now, special deals are available during the Summer Starts Here sales event, and all new vehicles come with a no-cost ToyotaCare maintenance plan.
Burning questions you never knew you had come to light in the fourth-place ad from Hyundai. Results from an Ace Metrix survey suggest that the brand scored with this celebrity-filled spot: 40% of respondents considered the “characters,” including Jason Bateman, Kawhi Leonard and other stars, the single best thing about the ad.
Subaru rounds out the ranking with a spot for the ’21 Crosstrek, which, the narrator says, is “the adventurous SUV for adventurous people.” Per Ace Metrix, surveyed viewers found the spot “heartfelt,” with 18% citing the characters as the single best thing.
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1. Lincoln Motor Company: Comfort in the Extreme: Rain
Impressions: 284,908,797
Interruption Rate: 1.88%
Attention Index: 104
Est. TV Spend: $1,994,541
Impressions: 200,048,215
Interruption Rate: 1.88%
Attention Index: 106
Est. TV Spend: $1,577,643
3. Toyota: Summer Starts Here: Sports
Impressions: 192,935,199
Interruption Rate: 2.18%
Attention Index: 102
Est. TV Spend: $1,584,190
4. Hyundai: Question Everything
Impressions: 191,928,379
Interruption Rate: 1.95%
Attention Index: 115
Est. TV Spend: $1,644,017
Impressions: 187,339,509
Interruption Rate: 2.53%
Attention Index: 117
Est. TV Spend: $1,548,639
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 your 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 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.
