Subaru once again leads iSpot.tv’s ranking of the most-viewed automotive commercials – the ads that have generated the most impressions across national broadcast and cable TV airings.
The No.1 ad for the week of April 12 is Subaru’s portrayal of one family’s trip down memory lane in their Forester. According to an iSpot Ace Metrix survey, this spot scored above the average for automotive ads in terms of watchability, relevance and likability. Of the surveyed viewers, 16% considered the message the single best thing about the spot.
The second-place commercial, from Lexus, follows a woman’s bike trip through all types of weather and terrain, with her partner following close behind in a ’21 RX. Per Ace Metrix, 39% of surveyed viewers said the visual scenes were the single best thing about the ad, and brand recognition for Lexus came in at 82% (meaning viewers overwhelmingly remembered it was a Lexus ad after watching it).
Subaru’s spot starring a furry family takes third place, assuring viewers the Outback is “Dog tested. Dog approved.” According to Ace Metrix, this spot performed above the auto industry norm across multiple aspects, with surveyed viewers saying it was “cute” and “memorable.”
At No.4, even a torrential downpour in Hawaii’s Hanalei Bay can’t cramp the extreme comfort provided by the Nautilus, one of Lincoln’s luxury utility vehicles.
Nissan rounds out the ranking with an ad featuring actress Brie Larson showing off various models that will put “goosebumps on your goosebumps.” After watching a version of this spot, 32% of viewers responding to an Ace Metrix survey said the visual scenes were the spot’s single best quality, and top emotional responses included “arresting,” “cinematic” and “exciting.”
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Interruption Rate: 2.32%
Attention Index: 106
Interruption Rate: 1.35%
Attention Index: 102
Interruption Rate: 2.39%
Attention Index: 105
Interruption Rate: 2.04%
Attention Index: 99
Interruption Rate: 2.17%
Attention Index: 110
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.