Lexus snags the first and third chart positions on 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.
At No.1 for the week of Sept. 10, Lexus highlights the engineering “mastery” of the Lexus ES, which has a hybrid powertrain, hand-tuned audio system and the “most advanced active safety system in its class.”
The No.3 ad is for the ES series as well, but this time Lexus says the model was “stolen” from “everything we’ve ever mastered.” The latter commercial has the best iSpot Attention Index (134) in the ranking, getting 34% fewer interruptions than the average car ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Lincoln’s spot for the ’19 MKC jumps up to second from fifth place last time. This ad introduces the model’s Waze Navigation integration that connects “the world inside with the world outside” to make life “a little easier.”
In the fourth-place spot, rapper Harry Mack livens up test drives for the’18 Mitsubishi Eclipse Cross by busting out freestyled rhymes that detail the car’s special features, including a dual-pane sliding panoramic sunroof and all-wheel drive.
Rounding out the chart is Chevrolet with an ad featuring real people (not actors) who are asked to guess which truck brand has “the most dependable, longest-lasting fullsize pickups on the road.”
As a group of vehicles speed across the Mojave Desert, pickups from other brands start to peel away while the Chevrolets stay on course – revealing the Chevy brand takes the crown.
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Attention Score: 88.76
Attention Index: 92
Est. TV Spend: $3,983,931
Attention Score: 92.20
Attention Index: 124
Est. TV Spend: $7,966,235
Attention Score: 93.20
Attention Index: 134
Est. TV Spend: $5,193,461
Attention Score: 82.01
Attention Index: 57
Est. TV Spend: $3,026,764
Attention Score: 92.12
Attention Index: 123
Est. TV Spend: $2,971,683
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.