In the iSpot rankings of the most-viewed automotive commercials from June 18-24, Volkswagen takes first place with a short (15 second) World Cup-themed ad expressing condolences to U.S. fans given their team’s failure to qualify, and urging them to cheer for Iceland instead.
Once again Chevrolet owns two spots on the chart. In second place, its enduring ad showcasing the scars that Silverado 1500s have weathered in their years on (and off!) the road. The company’s fifth-place commercial has also been in the ranking before. In it, a spokesman highlights three SUV models that represent three big stages of a relationship: moving in together (the Trax), the first baby (the Equinox) and a multi-child family plus dogs (the Traverse).
Land Rover’s third place ad for the ’18 Range Rover Velar has the best iSpot Attention Index (117) in the ranking, getting 17% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
NBA fan-favorite Stephen Curry stars in Infiniti’s No. 4 commercial for the ’19 QX50. As he cruises through dark streets, Curry proclaims that he’s not always the “nice guy” the media makes him out to be: he has “a darker side...a badder side” — but that doesn’t stop him from picking up the milk on the way home.
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than eight million smart TVs. iSpot tracks ads that have racked up the highest number of impressions across national broadcast and cable TV airings. (CLICK ON BLUE LINKS BELOW TO VIEW ADS.)
1. Volkswagen: Jump on the Wagen
Impressions: 284,078,764
Attention Score: 88.80
Attention Index: 116
Est. TV Spend: $4,882,561
Impressions: 258,488,216
Attention Score: 88.07
Attention Index: 110
Est. TV Spend: $813,765
Impressions: 240,931,097
Attention Score: 89.00
Attention Index: 117
Est. TV Spend: $2,360,594
Impressions: 228,087,435
Attention Score: 69.26
Attention Index: 43
Est. TV Spend: $2,742,822
Impressions: 213,306,135
Attention Score: 73.59
Attention Index: 50
Est. TV Spend: $378,481
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.
