It’s a rerun viewers apparently haven’t gotten tired of: a Lincoln Nautilus commercial starring Matthew McConaughey.
For the sixth time in the past nine weeks, an ad pairing the Oscar-winning actor with the Lincoln SUV tops iSpot.tv’s ranking of the most-viewed automotive commercials – the ads getting the highest number of impressions across national broadcast and cable TV airings.
In second place for the week of March 11 is a Chevrolet commercial showing real owners (not actors) explaining why they switched from other car brands to Chevy. No.3 also is a Chevrolet ad – this one promoting the ’19 Silverado, which, the company proclaims, is the “official truck of callused hands” (and more).
The fourth-place spot from Nissan invites people to explore its cars and trucks that have won multiple J.D. Power Initial Quality awards. It plugs big savings on models such as the ’19 Rogue and its Safety Shield 360 technology.
Lexus closes out the ranking by extending an invitation to an “exceptionally crafted experience” – the Lexus Sales Event, where special leasing offers are available for models including the ’19 UX 200. This commercial has the best iSpot Attention Index (112) in the ranking, getting 12% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
(click on blue links for videos)
1. Lincoln Motor Company: Ultimate Control
Impressions: 285,197,074
Attention Score: 87.29
Attention Index: 79
Est. TV Spend: $6,257,258
Impressions: 243,331,386
Attention Score: 87.85
Attention Index: 82
Est. TV Spend: $2,005,978
3. Chevrolet: Truck Month: Official Truck of Real People
Impressions: 233,228,714
Attention Score: 82.39
Attention Index: 57
Est. TV Spend: $1,491,933
4. Nissan: Nissan Now Sales Event: Award-Winning Lineup: Rogue
Impressions: 225,507,831
Attention Score: 77.03
Attention Index: 44
Est. TV Spend: $143,646
5. Lexus: Invitation to Lexus Sales Event: Unforgettable
Impressions: 193,684,204
Attention Score: 91.15
Attention Index: 112
Est. TV Spend: $1,574,532
Data provided by iSpot.tv, the 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. 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.
