Chevrolet finishes 1-2 in iSpot.tv’s latest ranking of the most-viewed automotive commercials – the ads that have garnered the highest number of impressions across national broadcast and cable TV airings.
In first place for the week of Oct. 22 is a Chevrolet ad in which it takes a slightly overwhelmed spokesman three tries to cover all the J.D. Power dependability awards that its models – including the Malibu, Silverado, Traverse and Equinox – have received. Chevy also has the second most-seen spot, this one focused on its lineup of trucks.
Audi jumps from fifth place in the previous ranking to take third. Its commercial for the ’19 A6 has everything you’d expect from a trailer for an action thriller: suspenseful music, evocative language, dark streets and zooming cars.
Notably, this ad has the best iSpot Attention Index (124) in the ranking, getting 24% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
The No.4 ad also was on the chart last time, and it continues the cinematic theme. Unsuspecting Mitsubishi customers are taken for a test drive by a salesman who narrates in a classic, trailer-esque booming voice; he dramatically runs down a list of features including super all-wheel control and a 10-year, 100,000-mile (160,000-km) limited powertrain warranty.
Ranked fifth is a spot from Volkswagen promoting its “Drive to Decide” sales event during which qualified customers can lease a ’18 Tiguan S 4Motion for $229 a month or get a $1,000 bonus.
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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1. Chevrolet: Third Time's a Charm
Impressions: 271,028,010
Attention Score: 81.31
Attention Index: 57
Est. TV Spend: $8,735,065
2. Chevrolet: Last Truck Standing
Impressions: 268,602,186
Attention Score: 85.84
Attention Index: 76
Est. TV Spend: $8,226,285
3. Audi: Night Watchman Part 2
Impressions: 226,476,066
Attention Score: 91.91
Attention Index: 124
Est. TV Spend: $6,103,419
4. Mitsubishi: In a Mitsubishi
Impressions: 218,492,848
Attention Score: 88.91
Attention Index: 97
Est. TV Spend: $2,957,901
5. Volkswagen: Drive to Decide Event: Drive You
Impressions: 218,318,702
Attention Score: 83.47
Attention Index: 65
Est. TV Spend: $2,926,520
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.
