No stranger to iSpot.tv’s ranking of most-seen automotive commercials thanks to its long-running series of ads starring Matthew McConaughey, Lincoln tops the latest list with a spot generating the most impressions across national broadcast and cable TV airings.
In the first-place ad for the week of June 1, a spokesman says that as people start heading back out on the road, Lincoln will be “doing what we do best – making your life a bit more effortless” with virtual vehicle tours plus remote purchasing.
At No.2, Land Rover’s high-octane commercial shows its ’20 Range Rover Sport tackling challenges such as the Pikes Peak summit, the Empty Quarter on the Arabian Peninsula, the Inferno in Switzerland and China’s Dragon Challenge. This spot has the best iSpot Attention Score in the ranking (94.14) and received 35% fewer interruptions than the average auto ad.
Subaru takes both third and fourth place in the ranking. The No.3 spot cites the awards it’s received for longevity, best overall value and safety, showing why “it’s easy to love a Subaru.” In the fourth-place ad the automaker shares that in response to COVID-19, it’s donating 50 million meals to Feeding America as part of its commitment to communities through the Subaru Loves to Help initiative.
Finally, BMW acknowledges “leaving the road wasn’t easy, but anticipating our return taught us to appreciate every drive.” Right now, the automaker is offering 0.9% interest on select models plus no payments for 90 days.
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1. Lincoln Motor Company: What We Do Best: Virtual Vehicle Touring
Impressions: 309,796,286
Attention Score: 90.58
Est. TV Spend: $3,027,275
2. Land Rover: Proven Performance
Impressions: 205,476,079
Attention Score: 94.14
Est. TV Spend: $1,824,154
Impressions: 200,614,933
Attention Score: 76.11
Est. TV Spend: $2,543,015
4. Subaru: Never Been More True
Impressions: 191,250,166
Attention Score: 77.94
Est. TV Spend: $2,857,006
Impressions: 165,218,115
Attention Score: 94.09
Est. TV Spend: $1,661,238
Data provided by iSpot.tv, the always-on 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.
Est. National TV Spend - Amount spent on TV airings for the brand’s spots.
