Top-ranked ad for Lincoln MKC highlights Waze navigation feature.
Top-ranked ad for Lincoln MKC highlights Waze navigation feature.

Lincoln Leads Most-Seen Auto Ads Chart

The No.1 spot for the week of Nov. 5 highlights the special features of the ’19 Lincoln MKC.

Lincoln grabs first place in iSpot.tv’s latest ranking of the most-viewed automotive commercials – the ads with the highest number of impressions across national broadcast and cable TV airings.

The No.1 spot for the week of Nov. 5 highlights the special features of the ’19 MKC, including Amazon Alexa integration, a vista sunroof, navigation with Waze and a Wi-Fi hotspot.

This ad also has the best iSpot Attention Index (147) in the ranking with 47% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

With Black Friday approaching, FCA’s Ram division takes advantage of the holiday buzz to promote a sales event for its 1500, 2500 and 3500 pickup models in the second-place spot. Customers can get $1,000 Black Friday Bonus Cash, the ad points out, as well as special offers on the ’19 1500 Classic Express.

GMC has the No.3 commercial, which shows a man surprising his wife with his-and-hers GMCs thanks to the company’s Black Friday sale (customers can get deals on select models including the ’18 Sierra 1500 4x4 Crew Cab).

In its fourth-place ad, Volkswagen is confident it will take only a single test drive to make you want a Jetta, Tiguan or Atlas.

Ford rounds out the chart with a spot reflecting on how far the company has come in the past 100 years, from the original Model T to today’s diverse lineup of cars, trucks and SUVs. But now, the ad says, it’s time to stop talking and get back to building.

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: Waze World Features

Impressions: 277,424,461

Attention Score: 95.16

Attention Index: 147

Est. TV Spend: $4,846,833


2. Ram Trucks: Ginger Bread

Impressions: 240,179,742

Attention Score: 90.33

Attention Index: 95

Est. TV Spend: $3,656,483


3. GMC: Black Friday Event: One for You, One for Me

Impressions: 186,666,500

Attention Score: 88.34

Attention Index: 79

Est. TV Spend: $3,105,349


4. Volkswagen: Drive to Decide Event: Drive You

Impressions: 183,141,794

Attention Score: 86.72

Attention Index: 69

Est. TV Spend: $3,242,860


5. Ford: Enough Talking: Back to Building

Impressions: 149,273,106

Attention Score: 94.17

Attention Index: 136

Est. TV Spend: $2,781,134


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.

 

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