Honda once again leads 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.
The No.1 commercial for the week of Jan. 15-21 was Honda’s spot highlighting the safety features of the ’18 Accord, including road-departure mitigation and collision mitigation.
Second and third place go to Chevrolet, which has been on the chart often in recent weeks. The company’s ad at No. 2 is about brand reputation, calling attention to the fact that Chevy has received J.D. Power dependability awards for its cars, trucks and SUVs for two years in a row.
This ad has the best iSpot Attention Index (132) in the ranking, getting 32% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV). Chevy’s spot in third place focuses on the ’18 Silverado truck and lets customers know they can get special deals when financing through GM Financial.
Lexus places a precocious little girl front and center in the fourth-place commercial. While her parents think their new Lexus is for them, the girl proclaims it’s really hers. The ad notes it’s a good thing the RX 350 has third-row seating, because another baby is on the way.
Closing out the chart is Ford with a high-energy truck commercial that’s all about being big: The ʼ18 F-150 can get “big things to big places, big-time.” This lineup, says Ford, also has best-in-class towing, payload and torque.
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
435,316,508 Impressions, 93.41 Attention Score, 123 Attention Index, $10,707,206 Est. TV Spend
2. Chevrolet: Dependability Matters
385,256,501 Impressions, 94.16 Attention Score, 132 Attention Index, $9,452,158 Est. TV Spend
3. Chevrolet: Chevy Employee Discount for Everyone: Powerful: 2018 Silverado
263,353,139 Impressions, 83.59 Attention Score, 52 Attention Index, $2,306,513 Est. TV Spend
4. Lexus: Emily
255,601,206 Impressions, 88.49 Attention Score, 74 Attention Index, $3,753,986 Est. TV Spend
5. Ford: The New 2018 F-150 Rewrites the Truck Laws
235,976,145 Impressions, 91.38 Attention Score, 99 Attention Index, $6,707,606 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.