A Lincoln ad featuring the latest appearance by actor Matthew McConaughey is iSpot.tv’s most-viewed automotive commercial, collecting the most impressions across national broadcast and cable TV airings.
The first-place ad for the week of Sept. 16 features McConaughey emerging from a multi-colored cloud of smoke in a ’20 Aviator and dismissing “amped-up” performance in favor of “performance that leaves you feeling better.”
Nissan’s second-place ad for the ’20 Versa gives off a cinematic vibe, following a couple’s routines as the man ends his workday and the woman begins hers, both commuting in the same vehicle.
At No.3, busy family lifestyles are no match for the Volkswagen Atlas, which has “best-in-class third-row legroom” to fit more people. The fourth-place spot from Lexus promotes the ’19 RX 350, available with special lease deals or financing for a limited time.
Audi rounds out the ranking with its action-packed spot for the Q3. This ad is tied with Lincoln’s for the best iSpot Attention Index (162), getting 62% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
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1. Lincoln Motor Company: Fresh Take On Movement
Impressions: 409,123,530
Attention Score: 96.60
Attention Index: 162
Est. TV Spend: $7,712,859
2. Nissan: Good Morning, Goodnight
Impressions: 371,614,518
Attention Score: 92.32
Attention Index: 115
Est. TV Spend: $8,722,780
3. Volkswagen: Same Difference
Impressions: 228,890,964
Attention Score: 87.17
Attention Index: 71
Est. TV Spend: $7,207,175
Impressions: 214,894,672
Attention Score: 77.09
Attention Index: 40
Est. TV Spend: $2,062,852
Impressions: 182,598,905
Attention Score: 96.57
Attention Index: 162
Est. TV Spend: $3,289,147
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. 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.
