For the second straight week, a spot for the ’19 Lincoln Nautilus starring Matthew McConaughey is iSpot.tv’s most-viewed automotive commercial, leading the ads that have notched the highest number of impressions across national broadcast and cable TV airings.
The Nautilus commercial not only was No.1 for the week of Jan. 14, but also had the best iSpot Attention Index (154) in the ranking, getting 54% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Chevrolet’s enduring spot featuring real Toyota and Honda owners takes second place. In it, a spokesman announces, much to the owners’ surprise, that according to a nationwide survey, Chevy is the most reliable auto brand. Also surprised: Toyota and Honda, as well as Ford – all of which voiced objections to the campaign (Ford appears in a different version of the ad). See “Chevrolet ad will stop airing after Ford, Toyota, Honda challenge,” The Detroit News, Jan. 16, 2019.
Lexus holds steady at No.3 with a commercial introducing the UX and UX F Sport models, while GMC moves up the chart from fifth to fourth place with its “Anthem” spot. The latter shows people from all walks of life trekking out of cities and into the hills with old tailgates that are made obsolete by the ’19 Sierra’s MultiPro tailgate.
Finally, Audi rounds out the ranking with a futuristic ad for the ’19 A6, which boasts an interactive touchscreen dash, radar sensor technology and dynamic driving options.
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 8 million smart TVs.
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1. Lincoln Motor Company: Ultimate Control
Impressions: 371,088,618
Attention Score: 94.33
Attention Index: 154
Est. TV Spend: $7,011,415
2. Chevrolet: Chevy Surprises Competitive Owners When It Comes to Reliability
Impressions: 353,642,673
Attention Score: 86.26
Attention Index: 90
Est. TV Spend: $2,029,438
Impressions: 329,223,914
Attention Score: 84.89
Attention Index: 82
Est. TV Spend: $4,994,190
4. GMC: Anthem
Impressions: 298,378,957
Attention Score: 86.80
Attention Index: 94
Est. TV Spend: $13,044,818
5. Audi: Layers
Impressions: 275,017,356
Attention Score: 85.04
Attention Index: 83
Est. TV Spend: $10,289,587
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.
