For the second week in a row Chevrolet has three of the ads ranked by iSpot.tv among the five most-viewed automotive commercials – the ads that have garnered the highest number of impressions across national broadcast and cable TV airings.
Results for the week of Feb. 12-18 put Chevrolet in first, second and fifth place. The top commercial once again is about the importance of dependability, with the brand pointing out how its cars, trucks and SUVs have been J.D. Power award winners over multiple years.
Chevy switches gears for its No. 2 ad and focuses on the ’18 Silverado, which the automaker claims is the “most dependable, longest-lasting fullsize pickup on the road.” Third place goes to a 10-second spot for the BMW X3, while Lexus takes fourth place with a special integration between the LS 500 and Marvel’s “Black Panther” movie in theaters now.
Chevy rounds out the ranking with the same fifth-place commercial as last week. In the spot, “real people (not actors)” are encouraged to offer their thoughts about the ’18 Traverse and are rewarded with a special surprise: Their family members are hiding inside a test vehicle.
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 7 million smart TVs.
1. Chevrolet: Freeway Talk
468,014,836 Impressions, 83.27 Attention Score, 59 Attention Index, $20,619,671 Est. TV Spend
2. Chevrolet: An Easy Choice
418,561,803 Impressions, 93.03 Attention Score, 129 Attention Index, $9,318,931 Est. TV Spend
3. BMW: Glitch
387,304,416 Impressions, 94.25 Attention Score, 142 Attention Index, $6,656,646 Est. TV Spend
4. Lexus: Marvel Studios Black Panther
379,120,007 Impressions, 91.66 Attention Score, 115 Attention Index, $9,315,750 Est. TV Spend
5. Chevrolet: Family Reunion
357,285,233 Impressions, 84.12 Attention Score, 62 Attention Index, $18,358,121 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.