A Jeep spot debuts at No.1 in iSpot.tv’s ranking of the most-viewed automotive commercials – the ads that have generated the highest number of impressions across national broadcast and cable TV airings.
Jeep swapped out one most-viewed ad for another for the week of Sept. 20, with its “The Best Things” spot for the 2022 Jeep Grand Wagoneer taking over the top spot from the now-departed (from the top five) “Wildly Civilized.”
Aggressive advertising during the week’s biggest sports events delivered the views for the Grand Wagoneer, led by the Ryder Cup, with both NFL and college football close behind. All three sports also collected the bulk of the $4.2 million estimated national budget.
Viewers responded well to the new ad, which received higher marks than the industry norm in the Watchability and Relevance categories according to iSpot’s Ace Metrix survey data. Scenic shots of outdoor adventures and retro patriotic footage drew viewers in, as “visual scenes” was ranked the single best thing about the ad, at 32% – 15 points higher than the next-nearest feature.
The other ad to debut on the list is BMW’s “Unparalleled Connection.” It also focused its strategy on NFL and college football, along with the Ryder Cup, but fell just shy of Jeep’s overall impressions. The difference came in the budget, with Jeep spending an estimated $4.2 million on more than 2,500 airings, and BMW $2.8 million on fewer than 1,000 airings.
Lincoln’s “Where Does The Stress Go?” fell a spot to third, driven by network news shows over sports.
The two ads rounding out the list both feature famous women who recently portrayed superheroes: Cadillac’s “Flip The Script” taps Regina King of recent “Watchmen” fame, while Nissan returns to the list with the still-popular “60 Years In 30 Seconds” commercial featuring Brie Larson of “Captain Marvel.”
The latter far outperformed the industry in Ace Metrix survey data, with Likeability 11% above the industry norm, Desire 13.5% higher and Attention 10% higher.
(click on blue links for videos)
Impressions: 368,648,640
Interruption Rate: 2.78%
Attention Index: 88
Est. TV Spend: $4,235,252
Impressions: 329,728,862
Interruption Rate: 2.63%
Attention Index: 87
Est. TV Spend: $2,863,934
Lincoln Motor Company: Where Does the Stress Go
Impressions: 314,429,502
Interruption Rate: 3.27%
Attention Index: 94
Est. TV Spend: $3,228,025
Impressions: 224,416,137
Interruption Rate: 2.35%
Attention Index: 100
Est. TV Spend: $1,703,435
Nissan: 60 Years in 30 Seconds
Impressions: 160,394,684
Interruption Rate: 1.66%
Attention Index: 98
Est. TV Spend: $1,775,443
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.
