An ad for the Volkswagen Atlas was the most-viewed car commercial that aired during the NFL regular season and playoffs leading up to Sunday’s Super Bowl, iSpot.tv says.
The Atlas spot, featuring music by Johnny Cash, shows how the SUV is well-equipped to handle families of all sizes with its “best-in-class” third-row legroom. It has generated more impressions than any other automobile ad carried on nationally broadcast and cable TV airings of NFL games.
In second place is Hyundai with a spot starring dogs of all sizes leaning out the windows of their respective cars. The ad says that “no matter what size adventure you’re into, it’s better in a Hyundai.”
At No.3 is a high-energy commercial from Acura featuring stunt drivers zooming through an urban landscape and a racetrack, a crash test and an unveiling of a new model, with two words describing each situation: “beat that.”
Honda’s fourth-place ad tells a story about a much-loved husband, father and friend whose life could’ve been abruptly cut short if it wasn’t for the company’s safety features that allow its cars to “brake before you do.”
Chevrolet rounds out the ranking with an ad thanking the “real people” who voted in the J.D. Power Quality Awards, earning Chevy more accolades across its cars, trucks and SUVs than any other brand over the past four years.
iSpot is tracking all Super Bowl LIV ads, including teasers and pre-releases from automakers, at https://www.ispot.tv/events/super-bowl-commercials.
Note: The spend and impressions numbers in the ranking below are just for airings during NFL football.
1. Volkswagen: Same Difference
Impressions: 546,716,229
Attention Score: 93.84
Attention Index: 95
Est. TV Spend: $30,819,450
2. Hyundai: Something For Everyone
Impressions: 499,224,097
Attention Score: 96.13
Attention Index: 134
Est. TV Spend: $22,379,988
Impressions: 473,884,150
Attention Score: 97.22
Attention Index: 152
Est. TV Spend: $20,396,945
4. Honda: Safety Affects Everyone
Impressions: 455,406,166
Attention Score: 95.66
Attention Index: 126
Est. TV Spend: $22,201,201
5. Chevrolet: J.D. Power Quality Awards: Packed House
Impressions: 439,037,613
Attention Score: 95.67
Attention Index: 126
Est. TV Spend: $17,791,572
Data provided by iSpot.tv, the always-on 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 in its respective industry. 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 during NFL football games during the 2019 and 2020 regular season and playoffs.
