For a second straight week, Lexus takes the top spot in 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.
The Toyota luxury brand’s top-ranked ad for the week of April 16-22 introduces the LS 500 and LS 500h – models that offer a blend of “refined craftsmanship and raw power.” This ad also boasts the best iSpot Attention Index (146) in the ranking, getting 46% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
At No.2 is BMW with a spot for the ’18 X2 that encourages viewers to unfollow their old dreams in order to chase new ones. Right now, the ad points out, customers can lease the X2 xDrive28i for $399 a month.) Third place goes to Mitsubishi’s musical commercial that’s been on the chart for weeks. In it, a dramatic violin soundtrack supports action shots of the ’18 Eclipse Cross.
Chevrolet ranks fourth with a take on its ongoing “first-time Chevy owners” campaign, this one focusing on people who just bought Chevy trucks. It says customers can get discounts on select ’18 Silverado 1500 models when they finance through GM Financial.
Finally, smiles abound in the fifth-place commercial from Volkswagen, which spotlights two family-friendly models, the ’18 Atlas and ’18 Tiguan.
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 8 million smart TVs.
1. Lexus: Take the Crown
342,225,462 Impressions, 94.07 Attention Score, 146 Attention Index, $8,830,765 Est. TV Spend
2. BMW: Chase New Dreams
276,383,138 Impressions, 81.26 Attention Score, 59 Attention Index, $3,387,175 Est. TV Spend
3. Mitsubishi: Strings
267,420,600 Impressions, 82.94 Attention Score, 65 Attention Index, $3,798,096 Est. TV Spend
4. Chevrolet: First-Time Chevy Truck Owners
231,007,514 Impressions, 83.52 Attention Score, 67 Attention Index, $988,414 Est. TV Spend
5. Volkswagen: Smile It's Spring Sales Event: Can't Help but Smile
220,922,680 Impressions, 77.32 Attention Score, 49 Attention Index, $376,243 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.