For a third consecutive week, Lincoln’s spot for the ’20 Aviator holds first place in iSpot.tv’s ranking of the most-viewed automotive commercials – the ads that have gotten the highest number of impressions across national broadcast and cable TV airings.
The Lincoln spot featuring Oscar-winning actor Matthew McConaughey collected more than 397 million TV ad impressions for the week of Sept. 30.
In its second-place commercial, Honda wants everyone to realize collisions affect more than those involved, and that’s why the company makes “vehicles that can brake before you do.”
Nissan’s third-place ad presents the ’20 Altima, with ProPilot Assist, as an “impossibly smart” vehicle that will make drivers feel “powerful, influential and unstoppable.” At No.4 is Volkswagen’s spot for the Atlas SUV, which has “best-in-class third-row legroom” and features music by Johnny Cash.
Infiniti rounds out the ranking with a commercial for the 7-passenger QX60, showing how a family takes the SUV on an adventure that ends with sand-dune surfing. This ad has the best iSpot Attention Index (171) in the ranking, getting 71% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Another measure of advertising effectiveness for the auto industry is the iSpot Lift Rating, which is the percentage of the audience that’s been converted by TV ads (i.e., moved to engage in a desired action such as a website or app visit); put simply, it reflects new business driven by TV ad placements.
The just-released average iSpot Lift Rating for the automotive industry in the third quarter was 29.60%, and the three networks that had the highest lift for the industry were Bounce TV (69.51%), NBC Sports (56.14%) and CNBC (48.96%).
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1. Lincoln Motor Company: Fresh Take On Movement
Impressions: 397,144,365
Attention Score: 83.65
Attention Index: 59
Est. TV Spend: $6,090,484
2. Honda: Safety Affects Everyone
Impressions: 257,261,162
Attention Score: 69.29
Attention Index: 32
Est. TV Spend: $6,571,196
Impressions: 210,070,532
Attention Score: 91.66
Attention Index: 114
Est. TV Spend: $5,313,859
4. Volkswagen: Same Difference
Impressions: 182,789,382
Attention Score: 84.49
Attention Index: 63
Est. TV Spend: $5,926,464
Impressions: 170,317,763
Attention Score: 97.15
Attention Index: 171
Est. TV Spend: $1,582,951
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.
