Lexus sets the pace in iSpot.tv’s latest ranking of the most-viewed automotive commercials – the ads that have racked up the highest number of impressions across national broadcast and cable TV airings.
In its first-place ad for the week of April 9-15, Lexus introduces the LS 500 and LS 500h by inviting customers to experience the luxury sedans’ “refined craftsmanship.” Run The Jewels provides the soundtrack to this high-energy spot, which has the best iSpot Attention Index (143) in the ranking, getting 43% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Chevrolet takes No. 2 with its enduring spot about first-time Chevy owners, while third place goes to Mitsubishi, which topped our previous ranking with its ad in which action shots of the ’18 Eclipse Cross are underscored by an intense violin solo.
At No. 4, Mazda aims to inspire with an uplifting commercial featuring people from all walks of life doing what makes them feel alive – whatever that may be.
Closing out the chart is a spot from Subaru in which a couple can’t wait to show their unborn daughter the wonders of the world with some help from their Outback. Ten years later, the car is still going strong as they bring their now-preteen child to see the crashing waves of the ocean.
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 8 million smart TVs.
1. Lexus: Take the Crown
323,901,372 Impressions, 94.69 Attention Score, 143 Attention Index, $6,338,099 Est. TV Spend
2. Chevrolet: Switch to a New Chevy
321,858,622 Impressions, 87.59 Attention Score, 76 Attention Index, $3,409,627 Est. TV Spend
3. Mitsubishi: Strings
308,916,683 Impressions, 85.06 Attention Score, 63 Attention Index, $4,106,341 Est. TV Spend
4. Mazda: Feel Alive
237,076,644 Impressions, 81.73 Attention Score, 51 Attention Index, $7,069,437 Est. TV Spend
5. Subaru: Never Too Early
222,074,956 Impressions, 90.97 Attention Score, 104 Attention Index, $4,884,045 Est. TV Spend
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.