Toyota leads iSpot.tv’s latest ranking of the most-viewed automotive commercials – the ads racking up the highest number of impressions across national broadcast and cable TV airings.
In its first-place ad for the week of May 6, Toyota looks ahead to summer with a spot showing how its models can help you experience your favorite seasonal activities.
At No.2 is GMC’s commercial promoting special financing or leasing options on select ’19 Sierra 1500 models, which have a six-function MultiPro Tailgate. Trucks also are the focus of the third-place ad from Chevrolet. A spokesman shows the new ’19 Silverado to “real people (not actors)” who are impressed with features such as the built-in 120V outlet in the truck bed.
Fourth place goes to Kia with a spot featuring three ’20 Kia Soul models: the GT-Line Turbo, X-Line and EX Designer. This ad has the best iSpot Attention Index (106) in the ranking, getting 6% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Closing out the chart is another summer-themed commercial, this one from Nissan. During its Summer of SUVs Sales Event, customers can get finance savings on the ’19 Rogue or Kicks.
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Attention Score: 69.10
Attention Index: 32
Est. TV Spend: $2,877,898
Attention Score: 85.13
Attention Index: 66
Est. TV Spend: $1,995,706
Attention Score: 86.94
Attention Index: 76
Est. TV Spend: $2,169,809
Attention Score: 90.76
Attention Index: 106
Est. TV Spend: $3,565,080
Attention Score: 83.24
Attention Index: 59
Est. TV Spend: $231,339
Data provided by iSpot.tv, the 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. 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.