For a fourth consecutive week, Lincoln’s spot for the ’20 Aviator takes first place in iSpot.tv’s ranking of the most-viewed automotive commercials – the ads collecting the highest number of impressions across national broadcast and cable TV airings.
In the No.1 ad for the week of Oct. 7, actor Matthew McConaughey pilots the Aviator through billowing, multi-colored smoke, professing that although “performance comes in lots of flavors,” Lincoln is about the kind that “just leaves you feeling better.”
Honda’s second-place commercial tells a story about a much-loved husband, father and friend whose life could have been abruptly cut short if not for the company’s safety features that allow its cars to “brake before you do.”
In its No.3 spot, Dodge proclaims “the only thing better than horsepower is more horsepower” and with Dodge Power Dollars, customers can get $10 cash allowance for every one horsepower on Challenger, Charger and Durango models.
This ad has the best iSpot Attention Index (140) in the ranking, getting 40% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Fourth place goes to a Volkswagen ad spotlighting the Tiguan and its Overhead View Camera, which can alert drivers to obstructions behind them – a useful feature to avoid backing into oblivious pedestrians.
Subaru closes out the ranking with its declaration of Oct. 22 as “National Make a Dog’s Day,” and asks viewers to consider adopting an “underdog” from a shelter or do something special for their current canine.
(click on blue links for videos)
Attention Score: 81.58
Attention Index: 59
Est. TV Spend: $6,417,265
Attention Score: 68.62
Attention Index: 34
Est. TV Spend: $4,648,815
Attention Score: 93.47
Attention Index: 140
Est. TV Spend: $1,357,554
Attention Score: 80.14
Attention Index: 54
Est. TV Spend: $3,982,209
Attention Score: 89.01
Attention Index: 98
Est. TV Spend: $2,686,626
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.