Nissan takes first place in iSpot.tv’s latest ranking of the most-viewed automotive commercials – the ads that have generated the highest number of impressions across national broadcast and cable TV airings.
The top ad for the week of March 9 features actress Brie Larson, who expertly pilots a ’20 Sentra around a busy city showing off Nissan Intelligent Mobility features, including rear automatic braking to help prevent accidents.
In its No.2 spot, Toyota urges viewers to imagine themselves in a new car – and turn their dreams into reality with its “Ready Set Go!” sales event offering special leasing deals on select vehicles including the ’20 Corolla LE.
This spot has the best iSpot Attention Index (137) in the ranking, getting 37% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Volkswagen puts a humorous spin on its third-place commercial, which stars Paul Giamatti as a celebrity accountant exasperated by clients’ crazy financial decisions. But at least one client has a breakthrough, opting for the Atlas Cross Sport, which is “excessive where it matters.”
The Jeep spot at No.4 features multiple clips showing how its vehicles have stood the ultimate tests of time. The brand invites consumers to join the family, offering “Friends & Family Pricing for All” with special savings on the ’20 Wrangler Unlimited Sahara.
Chevrolet rounds out the ranking with an ad proclaiming, “The only truck that can compare to a Silverado is another Silverado.”
One important note: As the coronavirus crisis bore down on the U.S. over the past week, most marketers, including those in automotive, generally continued the campaigns they already had in place. Some have been shifting both their media plans and campaign creative, but for now, this ranking reflects life while it was still relatively normal.
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1. Nissan: Refuse to Compromise
Impressions: 241,896,427
Attention Score: 94.92
Attention Index: 137
Est. TV Spend: $6,126,691
2. Toyota: Ready Set Go!: Downtown
Impressions: 227,297,272
Attention Score: 88.56
Attention Index: 71
Est. TV Spend: $4,650,240
3. Volkswagen: The Accountant: Part I
Impressions: 197,339,899
Attention Score: 94.75
Attention Index: 135
Est. TV Spend: $5,143,374
4. Jeep: Friends & Family Pricing for All: Test of Time
Impressions: 194,896,757
Attention Score: 87.99
Attention Index: 68
Est. TV Spend: $2,986,976
5. Chevrolet: Only Silverados Compete With Silverados
Impressions: 159,558,181
Attention Score: 81.88
Attention Index: 45
Est. TV Spend: $1,134,538
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.
