Chevrolet reclaims the top spot in iSpot.tv’s rankings 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 first place for the week of March 5-11 was a Chevy ad highlighting first-time buyers and declaring “trying something new can be exciting, empowering – downright exhilarating.” The spot is tied to the brand’s current deals on ’18 Cruze models.
Kia’s ad featuring Brazilian racer Emerson Fittipaldi slipped from No.1 to No.2, but it had the best iSpot Attention Index (166) in the latest ranking. That means it got 66% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Hyundai’s third-place commercial promoted the “Season of More” sales event during which customers can get up to $3,750 cash back or interest-free financing for 60 months on the ’18 Santa Fe Sport. Fourth place goes to Subaru for a spot that invites viewers to see the world in ways they never imagined, with help from the Subaru Outback.
At No.5 is an ad from Lexus highlighting its “Command Performance Sales Event” and urging people to come “experience amazing” before it ends April 2.
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 7 million smart TVs.
1. Chevrolet: Switch to a New Chevy
294,244,499 Impressions, 89.29 Attention Score, 74 Attention Index, $5,381,518 Est. TV Spend
2. Kia: What Every Racer Needs
268,183,400 Impressions, 97.28 Attention Score, 166 Attention Index, $3,692,930 Est. TV Spend
3. Hyundai: Get a Great Deal
257,394,904 Impressions, 89.12 Attention Score, 73 Attention Index, $5,461,728 Est. TV Spend
4. Subaru: See the World
208,246,988 Impressions, 92.68 Attention Score, 108 Attention Index, $3,541,200 Est. TV Spend
5. Lexus: Command Performance Sales Event: Utility
159,514,748 Impressions, 84.87 Attention Score, 52 Attention Index, $2,190,962 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.