For a second straight week, a spot for Honda’s SUV lineup leads iSpot.tv’s 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.
In the first-place ad for the week of Oct. 1, the announcer recounts the versatility, comfort, reliability and other qualities of Honda’s CR-V, HR-V and Pilot SUV models.
In second place, professional driver Collete Davis races a ’19 Kia Forte along a runway, up a ramp and over an actual race car before crashing into a stack of cardboard boxes. Sound kind of weird? Well, says Kia, “It doesn’t have to make sense.”
Lexus maintains its place in the ranking at No.3 with its dramatic commercial in which a helicopter tracks an ES model through a cityscape.
The last two spots on the chart come from Chevrolet. In fourth place, a spokesman needs three tries to announce all the J.D. Power dependability awards Chevy models have received in the past three years. The No.5 ad features a “stampede” of trucks racing through a desert, rival models peeling away until only Chevys are left – a statement of the trucks’ dependability.
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 8 million smart TVs.
(click on blue links for videos)
Attention Score: 92.29
Attention Index: 123
Est. TV Spend: $6,548,961
Attention Score: 95.34
Attention Index: 154
Est. TV Spend: $3,430,031
Attention Score: 84.74
Attention Index: 66
Est. TV Spend: $1,710,427
Attention Score: 79.11
Attention Index: 48
Est. TV Spend: $3,640,481
Attention Score: 91.25
Attention Index: 113
Est. TV Spend: $2,845,844
Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads
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.