A GMC ad was fourth in iSpot.tv’s latest ranking of the most-viewed automotive commercials – the ads making the highest number of impressions across national broadcast and cable TV airings – but made the biggest splash among viewers.
Lincoln’s “Where Does The Stress Go” remained in first place for the week of Oct. 25; it was No.1 for the fourth time in the past five weeks. Ford’s “What Innovation Looks Like” ad returns to an otherwise static list in fifth place, with Subaru, Honda and GMC all carrying over from the previous week’s ranking, with just a slight reshuffling.
That’s based on impressions. But a closer look at iSpot’s Ace Metrix survey data shows a different ranking based on viewer opinions about the content behind each spot. By that measure, GMC’s “We Will Rock You,” featuring a version of the famous Queen song of the same name, led the charge with the highest overall Ace Metrix score.
Viewers found the ad the most attention-getting of all those on the list, with an attention score 10.7% higher than the industry norm. It also ranked highest in desire, at 4.6% above the industry norm. Perhaps unsurprisingly, the music was named the single best thing about the ad.
Ford ranked second in overall Ace Metrix scores but had the highest brand-match rating at 86% (meaning viewers remembered it was a Ford ad after watching it). The spot’s message – focusing on the potential of electric vehicles and hands-free features – resonated with viewers, over-indexed as the “single best thing” about the ad at 15%, compared to the 9% industry norm.
“I liked the message of hope it gave,” said one survey participant.
Subaru and Lincoln virtually tied in overall viewer scores, with only 2 points’ difference between them. However, Subaru won out as the most likeable ad on the list, with an Ace Metrix score 9.1% higher than the industry norm. Its visual scenes were named the single best thing about the ad. But Lincoln took the crown for most watchable, with a score 6.1% higher than the industry average.
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Lincoln Motor Company: Where Does the Stress Go
Impressions: 395,414,544
Interruption Rate: 2.40%
Attention Index: 96
Est. TV Spend: $4,763,800
Impressions: 203,293,585
Interruption Rate: 2.80%
Attention Index: 99
Est. TV Spend: $1,934,822
Honda: The Origin of Determination
Impressions: 168,777,722
Interruption Rate: 1.83%
Attention Index: 98
Est. TV Spend: $3,731,154
Impressions: 161,218,983
Interruption Rate: 1.93%
Attention Index: 122
Est. TV Spend: $4,578,636
Ford: What Innovation Looks Like
Impressions: 155,003,379
Interruption Rate: 4.20%
Attention Index: 87
Est. TV Spend: $5,004,941
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.
