Chevy’s “Work Remote” rises to take the top spot on iSpot.tv’s latest list of the most-seen auto ads, while the carmaker’s “The Future Is Right In Front Of You” debuts in fifth place.
Combined, Chevy’s two ads totaled over 337 million impressions, with a joint estimated national ad budget of $3.2 million. “Work Remote” cast a wide net of programming that included Law & Order: SVU, Family Feud and the NASCAR Cup Series. “Future” focused more heavily on the NBA playoffs and the PGA Tour. Both opted for Jesse Watters Primetime.
According to iSpot’s Ace Metrix survey data, “Future” was the viewer favorite. The ad had the highest Persuasion score on the list, rating 10% higher than industry norms.
Cadillac’s “Lead The Charge” ranked highest for both Brand Match and Product Match in Ace’s rankings, with 90% and 88% scores, respectively (meaning the percentage of viewers who remembered it was a Cadillac ad and about the Lyric model after viewing it).
Of the other ads on the list, third-place Honda’s “Brand New Spark” also targeted the NBA playoffs for most of its impressions. Honda was the only carmaker on the list for which the NHL playoffs were among the top five sources of impressions. The cost of advertising on the two playoff series was a big reason Honda had the highest estimated national ad spend: $2.45 million.
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Interruption Rate: 2.51%
Attention Index: 100
Est. TV Spend: $1,392,259
Interruption Rate: 2.70%
Attention Index: 98
Est. TV Spend: $1,695,330
Interruption Rate: 3.02%
Attention Index: 87
Est. TV Spend: $2,451,158
Interruption Rate: 2.78%
Attention Index: 87
Est. TV Spend: $1,017,170
Interruption Rate: 2.56%
Attention Index: 89
Est. TV Spend: $1,782,933
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.