Oscar-winning actor Matthew McConaughey stars in the No.1 commercial in iSpot’s latest ranking of the most-viewed automotive ads – those that have registered the highest number of impressions across national broadcast and cable TV airings.
The top ad for the week of Jan. 7 sees McConaughey promoting the new ’19 Lincoln Nautilus and closes with the tagline “Technology that helps put you in control.” This spot also has the best iSpot Attention Index (164) in the ranking, getting 64% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
At No.2 is a Chevrolet commercial in which people in all types of places — country fields, city construction sites and everything in between — recite lyrics from the Donny and Marie Osmond song “A Little Bit Country, a Little Bit Rock 'n' Roll” to show the Silverado suits myriad wants and needs.
Chevy also owns the fourth-place spot, in which real Honda and Toyota owners are surprised to learn Chevy is the most reliable auto brand, according to a recent nationwide survey.
Lexus proclaims a new frontier has risen in its third-place commercial, which promotes the UX and UX F Sport models, plus a hybrid model with all-wheel drive. GMC rounds out the chart with an ad for the ’19 Sierra, which has a six-function MultiPro tailgate that can morph into a stairway and more.
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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Attention Score: 95.53
Attention Index: 164
Est. TV Spend: $7,152,490
Attention Score: 75.84
Attention Index: 51
Est. TV Spend: $21,283,743
Attention Score: 85.73
Attention Index: 87
Est. TV Spend: $4,505,065
Attention Score: 92.02
Attention Index: 136
Est. TV Spend: $2,615,441
5. GMC: Anthem
Attention Score: 91.83
Attention Index: 134
Est. TV Spend: $8,761,721
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.