BMW has the most-viewed automotive commercial with a “Road Home” spot designed to inspire holiday cheer by emphasizing what matters most – getting together with family – at this time of the year.
Each week, WardsAuto teams up with iSpot.tv to rank the most-viewed automotive commercials – the ads that have racked up the highest number of impressions across national broadcast and cable TV airings.
Ranking No.2 from Nov. 20 to 26 is a Land Rover commercial in which two parents decide to grant their little girl’s wish for a white Christmas with the help of a ’17 Discovery, well-suited for different terrains and weather conditions. After an overnight drive away from their desert town, the family arrives at a winter wonderland in the mountains.
Infiniti’s commercial that took first last time slips to third place this week. The automaker encourages people who “love to drive” (like the forgetful husband who doesn’t mind multiple trips to the store to prepare a holiday feast) to “start your own legacy” with Infiniti’s winter event featuring deals on the ’17 QX60.
Fourth-place finisher Volkswagen inspires people to “see zero in a whole new way” – as in no down payment, no deposit, no first-month lease payment and zero due at signing for select VW models.
This commercial had the best iSpot Attention Index (119) in the ranking, getting 19% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
GMC wraps up the chart with a spot that pokes fun at people who camp out to get Black Friday deals. Instead, the company suggests, why not just save big on something really special? During the Sierra Black Friday Event, continuing through Nov. 30, customers can get 20% below-MSRP pricing on specially equipped ’17 Sierra 1500 Crew Cab models.
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 7 million smart TVs.
1. BMW: The Destination
313,361,721 Impressions, 79.87 Attention Score, 93 Attention Index, $7,129,109 Est. TV Spend
2. Land Rover: Season of Adventure Sales Event: White Christmas
311,757,445 Impressions, 83.41 Attention Score, 111 Attention Index, $3,465,122 Est. TV Spend
3. Infiniti: Start Your Own Legacy Winter Event: 2017 QX60: Errands
282,135,094 Impressions, 75.34 Attention Score, 76 Attention Index, $2,427,587 Est. TV Spend
4. Volkswagen: See Zero in a Whole New Way
273,195,923 Impressions, 84.80 Attention Score, 119 Attention Index, $3,620,884 Est. TV Spend
5. GMC: Sierra Black Friday Event: Camping
253,890,213 Impressions, 73.15 Attention Score, 70 Attention Index, $3,017,334 Est. TV Spend
TV Impressions - Total TV ad impressions delivered for the brand or spot.
Attention Score - Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.
Attention Index - Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.
Est. National TV Spend - Amount spent on TV airings for the brand’s spots.