For the third week in a row, a Lincoln spot starring Matthew McConaughey tops iSpot.tv’s ranking of the most-viewed automotive commercials – the ads generating the most impressions across national broadcast and cable TV airings.
The No.1 ad for the week of Feb. 24 shows McConaughey ice fishing from the comfort of his ’20 Aviator. This spot has the best iSpot Attention Index (130) in the ranking, getting 30% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
The second-place commercial from Toyota features actress Cobie Smulders, who pulls up in her ’20 Highlander to rescue people from crazy situations in the nick of time.
At No.3, Jeep stresses how its 4x4 vehicles remain “open” and reliable even in extreme weather conditions that render other models “closed for the day.” The ad says customers can get bonus cash and special leasing deals on the ’19 Wrangler Unlimited Sport.
Fourth place goes to a Chevrolet ad for the ’20 Silverado featuring “real pickup owners (not actors)” trying out the model’s available technology package that offers 15 viewpoints, including one that can render a trailer invisible.
Nissan rounds out the ranking with a spot promoting its Now Sales Event, during which customers can get savings on a variety of vehicles, including the ’20 Altima.
(click on blue links for videos)
1. Lincoln Motor Company: Warm Escape
Impressions: 292,682,361
Attention Score: 94.11
Attention Index: 130
Est. TV Spend: $3,448,086
Impressions: 208,500,032
Attention Score: 92.24
Attention Index: 108
Est. TV Spend: $4,853,675
Impressions: 203,791,897
Attention Score: 90.64
Attention Index: 90
Est. TV Spend: $3,620,292
4. Chevrolet: Invisible Trailer
Impressions: 167,863,310
Attention Score: 90.82
Attention Index: 91
Est. TV Spend: $2,137,842
5. Nissan: Nissan Now Sales Event: Car-Buying Season
Impressions: 158,710,602
Attention Score: 85.85
Attention Index: 59
Est. TV Spend: $1,756,525
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.
Attention Index - Represents the Attention of a specific creative or program placement vs. the average in its respective industry. 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.
