Kia’s spot touting its Summer Sticker Sales Event tops iSpot.tv’s latest ranking of the most-viewed automotive commercials – the ads grabbing the highest number of impressions across national broadcast and cable TV airings.
The first-place Kia spot for the week of June 10 promotes special financing and bonus cash on select ’19 models. This commercial also has the best iSpot Attention Index (123) in the ranking, getting 23% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
In its second-place spot for the ’19 QX50, Infiniti proclaims “luxury should be lived in,” while in the No.3 ad Chevrolet literally shines a spotlight on the ’19 Silverado – a spotlight powered by a 120V outlet in the truck bed.
Actor Will Arnett delivers the voiceover for GMC’s fourth-place commercial while Steam’s “Na Na Hey Hey Kiss Him Goodbye” plays in the background. The ’19 Sierra has a six-function MultiPro Tailgate which, GMC suggests, will make jaws drop.
Toyota rounds out the ranking with a commercial for the ’19 RAV4 showing how one couple makes the most of their time together (with some help from their Toyota).
(click on blue links for videos)
Attention Score: 93.31
Attention Index: 123
Est. TV Spend: $3,641,878
Attention Score: 86.34
Attention Index: 64
Est. TV Spend: $2,128,615
Attention Score: 82.30
Attention Index: 49
Est. TV Spend: $1,659,287
Attention Score: 77.22
Attention Index: 38
Est. TV Spend: $1,191,615
Attention Score: 92.92
Attention Index: 118
Est. TV Spend: $3,924,762
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.