Toyota tops iSpot.tv’s latest ranking of the most-viewed automotive commercials – the ads that have collected the highest number of impressions across national broadcast and cable TV airings.
In the top ad for the week of Feb. 4, Toyota illuminates the world of “what-ifs” with its commercial for the ’19 RAV4, in which a couple makes every effort to stretch out their time together through a series of adventures.
Second place goes to Lincoln’s enduring spot for the new ’19 Nautilus starring Matthew McConaughey. The model features Co-Pilot360 technology, which has a lane-keeping system.
In the No.3 ad from Chevrolet, real people (not actors) find themselves grateful to be safe inside the ’19 Equinox when three alligators surround the vehicle because it has a HD Surround Vision Camera, giving drivers a bird’s-eye view of the dangers that may surface around them.
Excerpts from E.E. Cummings’ “A Poet’s Advice” are heard in Volvo’s fourth-place commercial for the ’19 S60. This spot also has the best iSpot Attention Index (147) in the ranking, getting 47% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Buick rounds out the ranking with an ad proclaiming its new lineup, which includes the Encore and Envision, is full of surprises. It says special lease deals are available to qualified customers.
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 9 million smart TVs.
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Attention Score: 94.40
Attention Index: 140
Est. TV Spend: $6,486,339
2. Lincoln Motor Company: Ultimate Control
Attention Score: 89.57
Attention Index: 89
Est. TV Spend: $3,783,222
Attention Score: 94.28
Attention Index: 139
Est. TV Spend: $2,617,305
Attention Score: 95.03
Attention Index: 147
Est. TV Spend: $2,287,117
Attention Score: 89.03
Attention Index: 85
Est. TV Spend: $1,910,273
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.