Brie Larson remains a fixture on TV, as Nissan’s commercial starring the actress, “Today Is Made for the Thrill: Why Wait for Tomorrow?” stays atop iSpot.tv’s list of the most-seen auto ads.
iSpot Creative Assessment data shows that over the past 90 days, the ad garnered 7.4% more attention than the norm for automaker ads, while also being 6.7% more likable. Among survey respondents, 26% said the single best thing about the spot was the visuals (which include outer space and a coastal highway, among others).
Subaru’s top creative, “Girls Trip,” showcases a cross-generational story that survey respondents found to be 12.4% more likable than the norm. The depiction of a bond between a grandmother and her granddaughter resonated with viewers, and respondents thought the ad was heartfelt.
Subaru’s second ad in the iSpot ranking, “Don’t Worry,” had 5.2% higher watchability than the norm for automakers and had 82% brand recognition (the percentage of viewers who remembered it was a Subaru ad after watching it), versus an industry norm of 81%. Of those surveyed, 11% said the ad was funny.
Honda’s “Brand New Spark” spot for the HR-V was deemed 4.4% more likable than the automaker norm, with respondents responding favorably to its cinematic elements. Those visual scenes (dynamic vehicles and lights) were named the single best thing about the spot by 28% of survey respondents. Viewers also felt the ad was upscale.
Chevrolet’s “The Future Is Right In Front Of You,” a spot for the brand’s Bolt BEV, sparked curiosity in viewers. The characters – a driver and his young daughter – were seen as the single best thing about the ad by 20% of survey respondents. Overall, the ad was seen as 6.8% more attention-getting than the norm for ads in the industry.
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1. Nissan: Today Is Made for Thrill: Why Wait for Tomorrow?
Impressions: 221,310,164
Interruption Rate: 2.01%
Attention Index: 103
Est. TV Spend: $1,565,265
Impressions: 219,948,044
Interruption Rate: 2.99%
Attention Index: 98
Est. TV Spend: $1,788,208
Impressions: 218,896,546
Interruption Rate: 2.96%
Attention Index: 97
Est. TV Spend: $1,760,030
Impressions: 193,528,249
Interruption Rate: 2.69%
Attention Index: 91
Est. TV Spend: $1,348,290
5. Chevrolet: The Future is Right in Front of You
Impressions: 162,680,355
Interruption Rate: 2.50%
Attention Index: 104
Est. TV Spend: $926,114
Data provided by iSpot.tv, The New Standard for TV Ad Measurement
TV Impressions - Total TV ad impressions delivered for the brand or spot.
Interruption Rate - The percentage of devices that were present at the beginning of your ad but did not complete watching the ad. Actions that interrupt ad play include changing the channel, pulling up the guide, fast-forwarding, or turning off the TV. The Interruption rate is measured on a scale of 0 to 100%.
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.
