For a second straight week, Honda tops the iSpot.tv 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.
Honda’s pace-setting ad for the ’18 Accord touts its safety features including collision-mitigation braking and road-departure mitigation. The No.2 commercial for the week of Jan. 8-14 also is a repeat: Chevrolet’s ad highlighting how its cars, trucks and SUVs have won J.D. Power awards for dependability two years in a row.
The spot also notes that qualified customers can lease an ’18 Chevy Malibu for $189 a month or get a $3,500 total cash allowance when purchasing Malibu models.
Notably, this commercial has the best iSpot Attention Index (145) in our ranking, getting 45% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Third place goes to Lincoln with a commercial that evokes a feeling of luxury with a demonstration of how the Continental’s Perfect Position seats can adapt to each driver’s body.
Ford takes fourth place for the second week in a row with an ad for the ’18 F-150, which Denis Leary (in voice-over) says offers best-in-class towing, best-in-class payload and best-in-class torque, while Chevy rounds out the chart featuring the familiar “real people (not actors)” discussing the ’18 Silverado.
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 7 million smart TVs.
1. Honda: Tower of Success
516,939,460 Impressions, 88.11 Attention Score, 93 Attention Index, $17,885,945 Est. TV Spend
2. Chevrolet: Dependability Matters
248,205,192 Impressions, 93.93 Attention Score, 145 Attention Index, $6,234,306 Est. TV Spend
3. Lincoln Motor Company: Formation
221,029,446 Impressions, 80.29 Attention Score, 56 Attention Index, $7,967,910 Est. TV Spend
4. Ford: The New 2018 F-150 Rewrites the Truck Laws
206,646,835 Impressions, 90.77 Attention Score, 116 Attention Index, $5,219,922 Est. TV Spend
5. Chevrolet: Chevy Employee Discount for Everyone: Powerful: 2017 Silverado
193,768,678 Impressions, 78.44 Attention Score, 51 Attention Index, $2,093,518 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.