Honda once again tops the iSpot.tv rankings 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 first place for the week of Jan. 22-28 is Honda’s ad for the ’18 Accord showing off safety features including collision- and road-departure-mitigation systems. This spot also had the best iSpot Attention Index (140), 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).
Chart newcomer BMW takes No.2, claiming its X3 is “capable of more,” while third place goes to Chevrolet’s commercial about dependability – and a chance for Chevy to brag about winning J.D. Power dependability awards for its cars, trucks and SUVs two years in a row.
In fourth place Nissan invites people to “level up” with the new Rogue Sport, which has automatic emergency braking, intelligent all-wheel drive and an around-view monitor.
Volkswagen closes out the top five with a humorous spot in which a couple frantically rushes to pack beloved belongings in their Tiguan while evacuating before a meteor strike. One issue: the Tiguan has so much cargo space that they can’t stop going back for more.
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 7 million smart TVs.
1. Honda: Tower of Success
372,883,551 Impressions, 94.45 Attention Score, 140 Attention Index, $5,434,243 Est. TV Spend
2. BMW: Glitch
342,938,023 Impressions, 92.29 Attention Score, 117 Attention Index, $3,292,526 Est. TV Spend
3. Chevrolet: Dependability Matters
286,943,960 Impressions, 91.27 Attention Score, 106 Attention Index, $3,192,833 Est. TV Spend
4. Nissan: Surprises: Bonus Cash
286,328,160 Impressions, 92.28 Attention Score, 117 Attention Index, $5,554,623 Est. TV Spend
5. Volkswagen: Meteor
235,204,931 Impressions, 77.60 Attention Score, 41 Attention Index, $4,825,266 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.