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Buick makes rare appearance at top of most-watched auto ads list.

NBA, NHL Bump Buick to Top of Most-Seen Auto Ads List

Nearly every carmaker in the list dedicated the most estimated national ad spend to the NBA playoffs, with the notable exception of Infiniti for its “Wild World” spot.

Buick takes the top spot in iSpot.tv’s latest 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 week of May 9 saw Buick boosted by the highest estimated national ad spend among the top five auto advertisers, at $3.4 million. Nearly half of that budget, $1.6 million, was dedicated to the NBA playoffs, with the NHL playoffs coming in a distant second at an estimated $265,000. The eyeballs followed, with the NBA delivering over 52 million impressions and the NHL second with over 13 million. 

Not surprisingly, the NBA playoffs proved a popular target for auto ads this week. Nearly every carmaker in the list dedicated the most estimated national ad spend to the games, with the notable exception of Infiniti for its “Wild World” spot. 

For second-place Cadillac, the playoffs ranked fifth among the programming delivering the most impressions, with the Today show taking the lead. Fourth-place Toyota gained most of its impressions from the playoffs as well, as did fifth-place Kia.

Third-place Infiniti, meanwhile, opted for news programming, such as Jesse Watters Primetime, Your World With Neil Cavuto, and Fox & Friends.

 

(click on blue links to watch videos)

 

Buick: Family's New Alexa 

Impressions: 281,901,549 

Interruption Rate: 2.18% 

Attention Index: 105 

Est. TV Spend: $3,392,682

 

Cadillac: Fortune Favors the Fearless 

Impressions: 257,030,571 

Interruption Rate: 2.35% 

Attention Index: 99 

Est. TV Spend: $2,342,848

 

Infiniti: Wild World 

Impressions: 216,095,026 

Interruption Rate: 2.71% 

Attention Index: 103 

Est. TV Spend: $1,645,912

 

Toyota: Vacation 

Impressions: 167,120,793 

Interruption Rate: 1.96% 

Attention Index: 109 

Est. TV Spend: $1,739,913

 

Kia: Beachcomber 

Impressions: 153,710,075 

Interruption Rate: 2.95% 

Attention Index: 93 

Est. TV Spend: $2,935,059

 

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.

 

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