Honda’s ad for its Clarity gasoline-electric hybrid tops iSpot.tv’s latest ranking 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 first-place spot for the week of April 23-29 showcases how the ’18 Clarity runs on battery power but can use gas as a backup option. With 340 miles (547 km) of range, Honda suggests it’s perfect for drives through the countryside.
The Clarity commercial also has the best iSpot Attention Index (173) in the ranking, getting 73% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
“Refined craftsmanship and raw power” are back in the No.2 commercial from Lexus that has been on and off the chart for weeks, while third place goes to Chevrolet’s “carpool surprise.” In Chevy’s ad, parents pick up their delighted kids after school in an ’18 Traverse decked out with features including a 360-degree camera and a hidden storage compartment.
At No.4, BMW says it has just the car for drivers itching to chase new dreams: the ’18 X2, an SUV for “unfollowers.”
An integration between Infiniti and Marvel Studios wraps up the chart. In it, a couple races to the theater in their QX50, determined not to miss the showing of “Avengers: Infinity War.”
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 8 million smart TVs.
1. Honda: Beyond the Battery
296,997,271 Impressions, 96.65 Attention Score, 173 Attention Index, $4,730,405 Est. TV Spend
2. Lexus: Take the Crown
283,432,295 Impressions, 87.82 Attention Score, 103 Attention Index, $7,178,377 Est. TV Spend
3. Chevrolet: Carpool Surprise
246,462,386 Impressions, 91.19 Attention Score, 130 Attention Index, $4,697,341 Est. TV Spend
4. BMW: Unfollow
237,659,011 Impressions, 80.17 Attention Score, 63 Attention Index, $3,528,831 Est. TV Spend
5. Infiniti: Avengers: Infinity War
229,457,221 Impressions, 84.98 Attention Score, 84 Attention Index, $3,506,754 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.