Toyota and Chevrolet each claim two chart positions on iSpot.tv’s ranking of the most-viewed automotive commercials – the ads that have generated the highest number of impressions across national broadcast and cable TV airings.
Toyota tops the list for the week of Feb. 7 with one of its two “Start Your Impossible” campaign spots, but just barely. Toyota’s “Ice Match” bests Chevrolet’s “Taco Truck” by a mere 714,184 impressions.
All four ads from the two automakers aired almost exclusively during the Winter Olympics, which delivered 90% of the total impressions generated among them.
According to iSpot’s Ace Metrix survey data, Toyota’s “Start Your Impossible” campaign resonates with viewers as “inspiring” and “heartfelt,” while the characters featured in the spots were named the “single best thing” about the ads twice as much as industry norms.
But Chevrolet’s “Walter in Winter” commercial takes the clear lead in terms of viewer reaction. The ad’s overall Ace scores are 15.5% higher than industry norms – the highest of all five on the list – particularly in regard to “attention” (17.4% above industry norms), “likeability” (+20.3%) and “watchability” (+11.2%).
Hyundai rounds out the list again with “History of Evolution,” featuring Jason Bateman promoting the Ioniq 5 BEV. It’s the only spot on the list that aired during the Super Bowl pregame segments.
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Toyota: Start Your Impossible: Ice Match
Impressions: 233,027,071
Interruption Rate: 1.35%
Attention Index: 122
Est. TV Spend: $14,829,492
Impressions: 232,312,887
Interruption Rate: 2.16%
Attention Index: 110
Est. TV Spend: $12,586,003
Toyota: Start Your Impossible: Beautiful Movement
Impressions: 171,542,684
Interruption Rate: 2.83%
Attention Index: 106
Est. TV Spend: $16,614,737
Impressions: 162,666,322
Interruption Rate: 3.07%
Attention Index: 115
Est. TV Spend: $18,006,036
Impressions: 146,259,169
Interruption Rate: 2.18%
Attention Index: 122
Est. TV Spend: $3,434,140
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.
