A Kia commercial featuring racing legend Emerson Fittipaldi piloting an ʼ18 Stinger around a track is iSpot.tv’s most-viewed automotive ad – those which have racked up the highest number of impressions across national broadcast and cable TV airings.
Besides being the most-watched ad for Feb. 26-Mar. 4, the Stinger commercial had the best iSpot Attention Index (169) in the rankings, getting 69% fewer interruptions than the average car commercial (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Lexus moved up the chart with its “Black Panther” cross-promotion showcasing the LS500, while Infiniti took third place with an ad for the QX80 that promises each seat in the car is fit for a king.
No.4 went to Chevrolet with a commercial featuring first-time Chevy owners and letting people know qualified customers can lease the new ’18 Equinox for $199 a month.
Rounding out the chart was Mitsubishi with a spot introducing the ’18 Outlander, Outlander Sport and new Outlander plug-in hybrid.
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 7 million smart TVs.
1. Kia: What Every Racer Needs
277,008,441 Impressions, 97.50 Attention Score, 169 Attention Index, $3,748,908 Est. TV Spend
2. Lexus: Marvel Studios Black Panther
224,007,283 Impressions, 94.40 Attention Score, 131 Attention Index, $3,623,900 Est. TV Spend
3. Infiniti: Thrones
220,418,193 Impressions, 92.06 Attention Score, 102 Attention Index, $3,916,632 Est. TV Spend
4. Chevrolet: Switch to a New Chevy
201,795,090 Impressions, 86.78 Attention Score, 61 Attention Index, $2,976,369 Est. TV Spend
5. Mitsubishi: Separated at Birth
189,098,689 Impressions, 90.93 Attention Score, 89 Attention Index, $1,893,037 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.