An ad for the GMC Sierra leads iSpot.tv’s ranking of the most-viewed automotive commercials – the ones that have received the highest number of impressions across national broadcast and cable TV airings.
The No.1 spot for the week of March 18 highlights the Sierra’s six-function MultiPro tailgate that transforms into steps to make loading easier. This commercial has the best iSpot Attention Index (110) in the ranking, getting 10% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Infiniti takes second place with an ad for the ’19 QX50 that eschews typical rules of luxury, such as “Look, but don’t touch,” and proclaims luxury should be lived in.
At No. 3 is Chevrolet’s spot that features real owners (not actors) sharing why they switched to a Chevy from other auto brands. Right now, an announcer notes, customers can get special savings on most Equinox models when financing with GM Financial.
Nissan uses its fourth-place commercial to introduce its lineup of cars and trucks that have won multiple J.D. Power Initial Quality awards. Savings currently are available on models including the ’19 Rogue, ’18 Maxima and ’18 Murano.
Finally, GMC is back to close out the ranking with a commercial dedicated to the “rule of three” – because things that come in threes, such as the company’s trucks (the Canyon, Sierra and Sierra Heavy Duty), are more appealing, the announcer declares.
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Impressions: 384,922,446
Attention Score: 94.47
Attention Index: 110
Est. TV Spend: $9,715,936
Impressions: 344,769,189
Attention Score: 87.63
Attention Index: 90
Est. TV Spend: $11,594,932
Impressions: 340,511,577
Attention Score: 70.48
Attention Index: 29
Est. TV Spend: $300,433
4. Nissan: Nissan Now Sales Event: Award-Winning Lineup: Rogue
Impressions: 310,531,245
Attention Score: 72.54
Attention Index: 50
Est. TV Spend: $224,209
Impressions: 245,780,587
Attention Score: 88.64
Attention Index: 54
Est. TV Spend: $1,668,440
Data provided by iSpot.tv, the TV ad measurement and attribution company.
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.
