Matthew McConaughey is back on top, this time in an ad for the ’20 Lincoln Aviator that was iSpot.tv’s most-watched car commercial – collecting the most impressions across national broadcast and cable TV airings.
The No.1 spot for the week of Jan. 6 is a Lincoln commercial devoid of any speaking or narration. In it, McConaughey enjoys the quiet solitude of ice fishing from the toasty comfort of his ’20 Aviator.
The Oscar-winning actor was featured in top-ranked commercials for the Lincoln Nautilus and Aviator in 2019.
Mazda takes second place in the latest ranking, introducing the “first-ever” CX-30 with a cinematic spot showing how a couple realizes their dream of opening a restaurant with some help from their vehicle.
The No. 3 ad, from Hyundai, features dogs of all types, as the automaker declares that “no matter what size adventure you’re into, it’s better in a Hyundai.”
The fourth-place commercial, from Land Rover, stars world champion skier Mikaela Shiffrin. Undeterred by a road closure, she carves her own path up a snowy mountain in her Land Rover. This spot has the best iSpot Attention Index (117) in the ranking, getting 17% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Subaru rounds out the ranking with an ad showing how the Ascent’s EyeSight with Pre-Collision Braking safety feature helps a family narrowly escape tragedy on the road.
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Attention Score: 91.85
Attention Index: 111
Est. TV Spend: $10,284,429
Attention Score: 85.05
Attention Index: 61
Est. TV Spend: $7,437,327
Attention Score: 91.03
Attention Index: 102
Est. TV Spend: $7,402,076
Attention Score: 92.48
Attention Index: 117
Est. TV Spend: $5,889,536
Attention Score: 90.84
Attention Index: 100
Est. TV Spend: $3,175,503
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 in its respective industry. 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.