For the second week in a row, Lincoln owns the top spot in iSpot.tv’s ranking of the most-viewed automotive commercials – the ads that have generated the most impressions across national broadcast and cable TV airings.
In the No.1 ad for the week of Feb. 15, Lincoln proclaims that even in frigid places, such as Alaska’s Kenai Mountains, the Corsair and the brand’s other luxury utility vehicles provide “comfort in the extreme.”
Subaru has two spots on the ranking, second and third.
The No.2 ad starts on a sobering note with a father recalling an auto accident, expressing gratitude for how the Outback protected his family and stating that the new one is even safer, being named an IIHS Top Safety Pick+ for 2020. According to an iSpot Ace Metrix survey, this commercial scored above the norm across all industries for attention, watchability and relevance, and 27% of survey respondents said the message was the best thing about the ad.
Subaru’s third-place commercial follows a couple on their inaugural adventure with the Forester. In both ads, the brand notes that right now qualified customers can get zero-percent financing on select models.
At No.4: Chevrolet’s ad for the ’21 Silverado Trail Boss, which has 2 ins. (51 mm) of lift and a dual exhaust, making it the perfect off-roading vehicle. According to an iSpot Ace Metrix survey, this ad scored above the norm across all industries in multiple aspects, including attention, likability and information. Surveyed viewers considered the ad’s visuals and the product itself to be the best things about the spot.
Acura rounds out the ranking with a spot promoting the new ’22 MDX set to music by Queen. The main message: “Everything you’ve been makes you what you are.”
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Interruption Rate: 2.91%
Attention Index: 93
Est. TV Spend: $4,069,950
Interruption Rate: 2.23%
Attention Index: 106
Est. TV Spend: $3,710,558
Interruption Rate: 2.68%
Attention Index: 104
Est. TV Spend: $2,641,801
Interruption Rate: 2.15%
Attention Index: 98
Est. TV Spend: $3,004,704
Interruption Rate: 3.12%
Attention Index: 97
Est. TV Spend: $2,577,216
Data provided by iSpot.tv, the always-on TV ad measurement and attribution company.
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 - Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.
Est. National TV Spend - Amount spent on TV airings for the brand’s spots.