Ram boasts about how it does “Truck Month better than anyone else” in the first-place commercial on iSpot.tv’s latest ranking of most-seen auto TV ads. The commercial ran up 175.1 million national TV ad impressions across April 8-14, 17.7 million of which came from airings on MSNBC. Fox News (12.2 million impressions) and CBS (11.5 million) were two other top impression-generating networks, while top programming included NBC Nightly News With Lester Holt (5.4 million), Survivor (5.4 million) and Two and a Half Men (4.3 million). Per iSpot’s Creative Assessment, this commercial had an 89% brand match (the percentage of survey respondents who remembered it was a Ram Trucks ad after watching it), above the recent automotive industry norm of 75%.
Kia remains in second place with “Built for the Unstoppable,” although its 160.4 million national TV ad impressions represented a 24% week-over-week decrease. NBA games delivered the most impressions, 11.3 million, followed by American Idol (10.8 million) and Law & Order: Special Victims Unit (6.1 million). On the network side, ABC had twice as many TV ad impressions, 30.6 million, as the No. 2 network NBC (15.1 million), while TNT delivered another 10.2 million.
At No.3: Dodge channels the inner child in a playful spot for the ’24 Hornet RT that had 149.5 million TV ad impressions. The automaker harnessed cable networks for impression delivery, led by MSNBC (21.3 million), Fox News (15 million) and HLN (9.6 million). Looking at top programming, Forensic Files generated 9.5 million impressions, followed by The Beat With Ari Melber (8.5 million) and NBA games (5.4 million).
Subaru rounds out the ranking with “A Beautiful Silence” in fourth place with 143.5 million impressions and “Push Your Limits” in fifth place with 132.2 million. Those counts represented respective 29% and 23% week-over-week impression increases.
For the No.4 ad, Young Sheldon (5.9 million impressions), Today (5.9 million) and 9-1-1 (5.6 million) were the top programs, while CBS (29.7 million), NBC (21.1 million) and ABC (19.5 million) led for network impression generation. Meanwhile, the fifth-place commercial saw the most impressions from programming including Today (8.4 million), Good Morning America (6.7 million) and Law & Order: Special Victims Unit (6 million), with top networks including NBC (31.5 million), CBS (21.6 million) and ABC (12.8 million). According to iSpot’s Creative Assessment, 34% of surveyed viewers considered the visual scenes in “Push Your Limits” to be the single best thing about the ad.
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Impressions: 175,271,827
Interruption Rate: 3.62%
Attention Index: 83
Est. TV Spend: $1,090,247
2. Kia: Built for the Unstoppable
Impressions: 160,366,070
Interruption Rate: 3.74%
Attention Index: 103
Est. TV Spend: $1,776,635
3. Dodge: Inner Child Intervention
Impressions: 149,454,124
Interruption Rate: 2.48%
Attention Index: 102
Est. TV Spend: $704,776
4. Subaru: A Beautiful Silence
Impressions: 143,543,223
Interruption Rate: 3.21%
Attention Index: 101
Est. TV Spend: $1,433,766
Impressions: 132,181,138
Interruption Rate: 2.83%
Attention Index: 110
Est. TV Spend: $1,311,312
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 the 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 the ad’s Interruption rate against its specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means the ad is performing as expected.
Est. National TV Spend - Amount spent on TV airings for the brand’s spots.
