Chevrolet holds the top two positions in iSpot.tv’s latest ranking of the most-viewed automotive commercials – the ads that have racked up the highest number of impressions across national broadcast and cable TV airings.
In the No.1 spot for the week of July 16, Chevrolet emphasizes dependability as focus group participants talk about what’s most important when it comes to their vehicles. This spot also snagged first place last week.
The automaker’s second-place ad features owners sharing stories of passing down Chevy trucks to younger generations. The commercial also lets viewers know they can get 18% of MSRP cash back on ’18 Silverado 1500 Crew Cab LT Texas Edition pickups.
Sales-event spots make up the rest of the top-five auto ads.
At No. 3, Hyundai promotes its “Epic Summer Sales Event” during which customers can get the ’18 Sonata with up to $3,500 cash back or interest-free financing for 60 months. This ad has the best iSpot Attention Index (146) in the ranking with 46% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Volkswagen’s fourth-place commercial shows off various features of the Atlas, Tiguan and Jetta models, and says customers can lease the ’18 Tiguan S 4MOTION for $219 a month or receive a $1,000 bonus.
Finally, Lincoln invites viewers to let “your perfect drive come together” at its summer sale, during which the MKC can be leased for $285 a month or with no-interest financing.
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 8 million smart TVs.
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Impressions: 324,817,583
Attention Score: 90.77
Attention Index: 105
Est. TV Spend: $3,091,528
2. Chevrolet: Truck Month: Family Pass-Downs: Generations
Impressions: 267,342,889
Attention Score: 84.47
Attention Index: 63
Est. TV Spend: $1,988,351
Impressions: 249,866,401
Attention Score: 94.74
Attention Index: 146
Est. TV Spend: $1,356,377
4. Volkswagen: Smile and Drive Days: A Lot of Volkswagen
Impressions: 215,975,447
Attention Score: 85.45
Attention Index: 67
Est. TV Spend: $1,324,335
5. Lincoln Motor Company: Summer Invitation Sales Event: Perfect Drive
Impressions: 211,468,210
Attention Score: 92.28
Attention Index: 121
Est. TV Spend: $2,211,225
Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads
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.
