Nissan regains the top spot for the most-viewed single automotive TV commercial of the week, but Toyota uses a pair of ads in support of the Tundra to dominate overall impressions, iSpot.tv says.
The two Tundra spots – “Born for the Wild” and “Born for Bringin’ It” – together racked up more than 281 million impressions, backed by a combined estimated national TV ad spend exceeding $1.6 million. Both targeted mostly the same programming, with Law and Order: SVU, NCIS, Blue Bloods and Generation Gap among the top five shows delivering the most impressions for both ads.
Nissan’s No. 1 ad, “Today Is Made for Thrill,” also targeted Law and Order: SVU and NCIS, as did fourth-place Chevy’s “Muddy.” Both shows have become recurring favorites for automotive advertising.
According to iSpot’s Ace Metrix survey respondents, Nissan also led in Ace’s Persuasion category, with a score 5% above industry norms.
Only second-place Hyundai opted for any significant sports targeting, with Major League Baseball delivering the most impressions for its “County Fair” ad. The ad’s characters stood out sharply with Ace Metrix respondents, with 16% rating them the “single best thing” about the ad (90% better than industry norms).
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Interruption Rate: 2.25%
Attention Index: 97
Est. TV Spend: $984,554
Interruption Rate: 2.00%
Attention Index: 105
Est. TV Spend: $887,075
Interruption Rate: 1.49%
Attention Index: 103
Est. TV Spend: $790,533
Interruption Rate: 2.38%
Attention Index: 104
Est. TV Spend: $702,066
Interruption Rate: 1.66%
Attention Index: 99
Est. TV Spend: $850,830
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.