Each week WardsAuto teams up with iSpot.tv to rank the most-viewed automotive commercials – the ads that have racked up the highest number of impressions across national broadcast and cable TV airings. Here, the results for June 11-17:
In first place is Lincoln with a soothing spot that emphasizes the quiet tranquility of the ’18 MKX, but makes sure to point out that serenity doesn’t mean weakness: this model has a 335-hp turbocharged engine.
Chevrolet snags second and third place. First up: an ad that’s been on our chart repeatedly, spotlighting the “scars” that various Silverado 1500s have gotten through years of hard work. The company’s No.3 commercial talks about how Chevy is the only brand to earn the dependability award across cars, trucks and SUVs three years in a row. Notably, this spot has the best iSpot Attention Index (151) in the ranking, getting 51% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
In the fourth-place commercial, a pack of seemingly vicious dogs go head-to-head with an ’18 Range Rover Velar — but then back down, suggesting that the Velar can command respect from anyone, even wild animals.
Finally, Jaguar rounds out the chart with a spot for the ’18 E-Pace S that encourages customers to “Drive like everyone’s watching.”
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than eight million smart TVs. (CLICK ON BLUE LINKS BELOW TO VIEW ADS.)
Attention Score: 84.29
Attention Index: 80
Est. TV Spend: $5,579,736
Attention Score: 87.77
Attention Index: 103
Est. TV Spend: $1,124,453
Attention Score: 93.78
Attention Index: 151
Est. TV Spend: $4,197,263
Attention Score: 90.52
Attention Index: 125
Est. TV Spend: $2,029,207
Attention Score: 79.42
Attention Index: 61
Est. TV Spend: $3,269,308
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.