With more than 228 million TV ad impressions, a spot promoting Hyundai’s “Getaway Sales Event” takes first place on iSpot.tv’s most-seen auto ads ranking for March 6-12 – but Lexus is the most-seen brand overall, with two commercials in the top five.
Combined, the two spots for the “Invitation to Lexus Sales Event” generated 296.2 million TV ad impressions, with an estimated spend of slightly more than $1.5 million – not far behind Hyundai’s outlay for its single No.1 commercial (nearly $1.6 million). Although men’s college basketball led for impressions across all three ads, looking at the top networks, ABC and NBC led for Hyundai while ESPN and CNN delivered top impression counts for Lexus.
Dodge takes second place with “Swarming the Nation,” a playful promotion of its new Hornet model, which received 190.7 million TV ad impressions. According to iSpot’s Creative Assessment, 29% of survey respondents considered the product itself to be the single best thing about the ad. Although a third of its impressions came from primetime, morning news shows including CBS Mornings and Today were two of the top three impressions-driving programs. Notably, this spot had the highest estimated TV ad spend: $3.3 million – over half of which went to an airing during the Oscars telecast.
Chevrolet’s “Best-Selling,” the previous No.1 ad, slips to third place this time with about 173.6 million TV ad impressions. ABC, Fox News and Fox Sports 1 were the top networks by impressions, while Jeopardy!, Live From The Players and The Five led for programming.
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1. Hyundai: Own Every Mile: Key West
Interruption Rate: 2.59%
Attention Index: 92
Est. TV Spend: $1,577,343
Interruption Rate: 2.54%
Attention Index: 93
Est. TV Spend: $3,277,957
Interruption Rate: 2.73%
Attention Index: 98
Est. TV Spend: $1,358,221
4. Lexus: Invitation to Lexus Sales Event: Electric Feels
Interruption Rate: 1.78%
Attention Index: 104
Est. TV Spend: $890,805
5. Lexus: Invitation to Lexus Sales Event: Dynamic Feels
Interruption Rate: 1.64%
Attention Index: 97
Est. TV Spend: $627,732
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 the 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 the ad’s Interruption Rate against its specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means the ad is performing as expected.
Est. National TV Spend - Amount spent on TV airings for the brand’s spots.