Subaru boasts the top two positions in iSpot.tv’s latest ranking of the most-viewed automotive commercials – the ads that have generated the most impressions across national broadcast and cable TV airings.
Hyundai has the third-ranked ad for the week of March 29, followed by two Jeep spots.
Subaru’s first-place commercial takes a trip down memory lane as a family recounts the special moments they’ve enjoyed as Forester owners. Per an iSpot Ace Metrix survey, this ad performed above the norm for the auto industry in terms of watchability and likability, with viewers considering it “soothing” and “heartwarming.”
Of the survey respondents, 16% considered the message to be the single best thing about the spot.
Instead of starring humans, the No.2 ad (also from Subaru) features a four-legged family on a journey in their Outback, with the narrator proclaiming the model is “dog tested, dog approved.” According to Ace Metrix, this commercial performed above the auto industry norm for multiple factors, including watchability, attention, likability and relevance. Viewers thought it was “cute” and “memorable,” with 45% citing the characters as the single best thing.
Brand recognition for Subaru came in at 90% (meaning viewers overwhelmingly remembered it was a Subaru ad after watching it).
Hyundai takes third place with its seasonal spot promoting the Spring Upgrade Sales Event, offering special deals on various models including the ’21 Santa Fe.
The No.4 ad from Jeep takes an adventurous theme and highlights multiple models in action, stating “freedom has no limits.” According to Ace Metrix, this ad performed above the norm for the auto industry for relevance, desire and likability, with viewers considering it “cinematic.”
Jeep’s fifth-place commercial focuses on the ’21 Grand Cherokee, which, the ad says, is the “longest-lasting 4x4 SUV brand.”
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Interruption Rate: 2.23%
Attention Index: 103
Interruption Rate: 2.28%
Attention Index: 102
Interruption Rate: 1.95%
Attention Index: 87
Interruption Rate: 2.43%
Attention Index: 98
Interruption Rate: 2.89%
Attention Index: 87
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.