A Honda spot asks questions and viewers answer by making it the most-viewed automotive commercial in iSpot.tv’s latest ranking of ads with the highest number of impressions across national broadcast and cable TV airings.
Honda’s first-place ad for the week of Sept. 24 poses questions such as “Why not versatile?” and “Why not make it rugged?” The company’s CR-V, HR-V and Pilot SUV models, an announcer suggests, indeed are versatile, rugged and more.
Lincoln’s ad for the ’19 MKC is on the chart again, this time at No. 2. This commercial promotes the integrated Waze Navigation system that helps connect “the world inside with the world outside.”
An enduring ad for the ES series from Lexus snags third place, down from first last time. The spot plays out as a sort of mock confession, telling viewers the model is stolen “from everything we’ve ever mastered.”
At No. 4 is an upbeat spot from Cadillac featuring the song “Fire” by Barns Courtney. Positive reviews from Kelley Blue Book and Car and Driver are overlaid on action shots of the ’18 XT5. This commercial had the best iSpot Attention Index (130) in the ranking, getting 30% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Ram rounds out the chart with its “Power Days” ad that lets people know great deals are available on its trucks, including the Ram 1500 Big Horn.
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 8 million smart TVs.
(click on blue links for videos)
Impressions: 388,653,034
Attention Score: 88.37
Attention Index: 87
Est. TV Spend: $9,549,797
2. Lincoln Motor Company: Waze World
Impressions: 332,917,043
Attention Score: 91.86
Attention Index: 120
Est. TV Spend: $5,991,322
Impressions: 325,772,737
Attention Score: 88.69
Attention Index: 89
Est. TV Spend: $7,002,526
Impressions: 255,330,546
Attention Score: 92.95
Attention Index: 130
Est. TV Spend: $3,697,774
5. Ram Trucks: Power Days, Tailgating
Impressions: 225,193,197
Attention Score: 90.37
Attention Index: 105
Est. TV Spend: $1,618,030
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.
