For a third straight week, Lincoln’s ad featuring Oscar-winning actor Matthew McConaughey tops 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.
A key theme of the first-place ad for the week of Jan. 21 is control; it emphasizes Co-Pilot360 technology, including a lane-keeping system, available in the ’19 Lincoln Nautilus.
Family is the theme of the No.2 commercial from Chevrolet, which highlights the automaker’s collection of SUVs and CUVs including the Traverse, Trax and Equinox. The ad points out special deals for the ’19 Equinox are available now for qualified customers.
Lexus again grabs third place with its spot for the UX and UX F Sport models. This cinematic ad features a voiceover by actress Minnie Driver, who announces that when it comes to cars, “a new frontier has risen.”
Volvo’s No.4 commercial for the ’19 S60 uses an excerpt from “A Poet’s Advice” by e.e. cummings to suggest that drivers break from the pack. This spot also has the best iSpot Attention Index (154) in the ranking, getting 54% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Fifth place goes to Mazda with its “Anthem” ad encouraging people to spread their wings and soar with help from the Mazda6.
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 8 million smart TVs.
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1. Lincoln Motor Company: Ultimate Control
Impressions: 346,121,091
Attention Score: 92.11
Attention Index: 120
Est. TV Spend: $5,165,938
Impressions: 291,679,596
Attention Score: 75.54
Attention Index: 40
Est. TV Spend: $388,452
Impressions: 236,709,180
Attention Score: 85.06
Attention Index: 66
Est. TV Spend: $4,133,748
Impressions: 213,751,812
Attention Score: 95.51
Attention Index: 154
Est. TV Spend: $2,088,238
Impressions: 199,943,922
Attention Score: 88.92
Attention Index: 89
Est. TV Spend: $3,248,141
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.
