Ram Trucks’ “Moments” takes the No.1 position on iSpot.tv’s latest list of carmaker TV commercials with the most impressions, yet does so with the distinction of having the lowest estimated national ad spend of the top five.
The estimated $1 million national budget for the ad represents just under 7.5% of the combined $13.5 million spent on the five ads on this week’s list. The highest spender, Chevrolet, dropped an estimated $5.6 million on placing its “EVs for Everyone” commercial, landing third on the list.
The difference between them? Airings. Ram bought over 1,400 nationwide airings with its $1 million, focused on the President’s Cup and college football. Chevy, meanwhile, spent the bulk of its budget on NFL games (over $3.7 million) and bought just over 400 national airings.
That proved to be a trend on the list this week, as every other carmaker with significant NFL placements all featured fewer than 1,000 airings for the week. This includes GMC’s “Outside In” and Acura’s “Drop The Mic.” Only Nissan’s “60 Years in 30 Seconds” followed Ram’s lead and eschewed the NFL, leading to over 1,000 airings.
According to iSpot’s Ace Metrix survey, viewers found GMC’s “Outside In” the most persuasive ad in our top five, with an overall Persuasion score 6.3% above industry norms. It also received the best Brand Match rating – 91%, referring to the percentage of surveyed viewers who remembered it was a GMC ad after watching it.
(Click on blue links for videos)
Interruption Rate: 3.33%
Attention Index: 87
Est. TV Spend: $1,041,494
Interruption Rate: 2.89%
Attention Index: 98
Est. TV Spend: $3,533,808
Interruption Rate: 3.22%
Attention Index: 106
Est. TV Spend: $5,643,304
Interruption Rate: 2.39%
Attention Index: 90
Est. TV Spend: $2,292,388
Interruption Rate: 2.44%
Attention Index: 86
Est. TV Spend: $1,188,647
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.