Subaru moves up from No.3 to No.1 on iSpot.tv’s latest ranking of the most-viewed automotive commercials – the ads that have generated the highest number of impressions across national broadcast and cable TV airings.
The “Go Further” spot from Subaru is one of only two ads in the top five for the week of Oct. 11 that didn’t rely on sports events to deliver impressions. Subaru directed its budget toward traditional broadcast primetime and morning show fare, led by “The Equalizer,” “Good Morning America” and “Young Sheldon.”
The only other commercial on this week’s list to skip gameday advertising is from Nissan, which opted for broadcast network fare including “The Masked Singer,” “The Voice” and “The Tonight Show Starring Jimmy Fallon” to spread its “Hollywood Story” spot, featuring Brie Larson and Guns N’ Roses. The ad ranks fifth on this week’s list.
On the opposite end of the field is GMC, which blitzed the airwaves with an estimated national spend of over $2.5 million directed at NFL football, MLB baseball, college football and various pre- and post-game programs. That effort netted it the fourth-most impressions on the list.
Looking across all the ads on this week’s list, impressions gained from non-sports TV series and news shows consistently delivered seven-digit impression numbers, while sporting events generated tallies in the high eight digits.
In terms of creative, Nissan’s “Get Ready” takes the fan-favorite trophy, according to iSpot’s Ace Metrix survey data. It scored the highest in Ace’s Likeability (6% above the industry norm) and Desire (3% above the norm) categories.
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Interruption Rate: 2.68%
Attention Index: 98
Est. TV Spend: $2,188,205
Interruption Rate: 2.81%
Attention Index: 94
Est. TV Spend: $1,859,020
Interruption Rate: 2.00%
Attention Index: 105
Est. TV Spend: $4,324,209
Interruption Rate: 1.36%
Attention Index: 112
Est. TV Spend: $2,548,412
Interruption Rate: 2.28%
Attention Index: 99
Est. TV Spend: $1,284,556
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.