Spotlight Turns to Dodge Owners in Brand’s Top TV Ad

Dodge’s “The Real Brotherhood of Muscle” ad featuring user-generated social media content from Dodge owners appeared during a long list of programs on the week, with the most TV ad impressions coming during Today’s third hour, according to iSpot.tv.

The ad has been among the most-seen automaker commercials at various points since it debuted in late September, and surged back again with the most TV ad impressions of any automaker spot from Dec. 5-11. Over 13% of the ad’s impressions were delivered during NBC programming, with another 12.7% on Fox News.

According to iSpot’s survey-based Creative Assessment, 33% of respondents thought the spot’s single best thing is its visual scenes.

Honda’s “Dream Onward” jumps week-over-week from No.4 to No.2 in the ranking, as Honda continued to put a heavy emphasis on airing it during NFL games (where over 26% of its TV ad impressions were delivered during the week). iSpot’s Creative Assessment survey responses found the ad to be “cinematic” and “upscale.”

Subaru has two ads in this week’s rankings, continuing its emphasis on the brand’s Share the Love Event for the holidays. iSpot’s Creative Assessment shows that “Portraits of Love” (the No.3 most-seen auto ad) was deemed 9% more watchable by survey respondents than the norm for automakers. Meanwhile, “Love Is Local” (No.5 by ad impressions), which spotlights hometown charities, garnered 9% more attention than the norm.

Jeep’s “Tis the Season” joins the ranking at No.4, after a week of appearing during the NFL, holiday movies and news (among other programming). MSNBC delivered over 18% of TV ad impressions for the spot from Dec. 5-11, while Hallmark and Hallmark Movies & Mysteries combined for over 10%.

iSpot Creative Assessment survey data showed the ad had 91% brand recognition (the percentage of survey respondents who remembered it was a Jeep ad after watching it), which is well above the automaker industry average of 79%.

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1. Dodge: The Real Brotherhood of Muscle

Impressions: 181,339,111

Interruption Rate: 2.23%

Attention Index: 98

Est. TV Spend: $986,767

2. Honda: Dream Onward

Impressions: 158,336,686

Interruption Rate: 2.29%

Attention Index: 89

Est. TV Spend: $3,337,735

3. Subaru: Share The Love Event: Portraits of Love

Impressions: 155,918,952

Interruption Rate: 3.49%

Attention Index: 82

Est. TV Spend: $1,294,258

4. Jeep: Big Finish 2022: Tis the Season

Impressions: 155,825,374

Interruption Rate: 2.98%

Attention Index: 87

Est. TV Spend: $2,084,914

5. Subaru: Share the Love Event: Love Is Local

Impressions: 153,416,892

Interruption Rate: 3.31%

Attention Index: 89

Est. TV Spend: $1,267,945

Data provided by iSpot.tv, The New Standard for TV Ad Measurement

TV Impressions - Total TV ad impressions delivered for the brand or spot.

Interruption Rate - The percentage of devices that were present at the beginning of your ad but did not complete watching the ad. Actions that interrupt ad play include changing the channel, pulling up the guide, fast-forwarding, or turning off the TV. The Interruption rate is measured on a scale of 0 to 100%.

Attention Index - A comparison of your ad’s Interruption Rate against your specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means your ad is performing as expected.

Est. National TV Spend - Amount spent on TV airings for the brand’s spots.