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.
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Interruption Rate: 2.18%
Attention Index: 105
Est. TV Spend: $3,392,682
Interruption Rate: 2.35%
Attention Index: 99
Est. TV Spend: $2,342,848
Interruption Rate: 2.71%
Attention Index: 103
Est. TV Spend: $1,645,912
Interruption Rate: 1.96%
Attention Index: 109
Est. TV Spend: $1,739,913
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.