Jeep, Jeter Top Latest Ranking of Most-Seen Auto TV Ads

With 267.1 million national TV ad impressions received from Dec. 25-31, Jeep’s “Drove All Night” takes first place on iSpot.tv’s ranking of most-seen automotive TV ads. The spot features former MLB star Derek Jeter using his Wagoneer to bypass a plane-grounding storm and drive home to wife Hannah. Top impressions-generating programming included college football (28.7 million impressions), NFL football (26.6 million) and Monday Night Countdown (13 million). 

In the second-place spot, a spokesman explains how Chevrolet is staying down to earth with affordable prices across its electric vehicles and other models. The commercial garnered 254.5 million national TV ad impressions, 31.9 million of which came from NFL games — but cable news also played a role, with Fox & Friends as the No.2 program by impressions (14.4 million) while Fox News was the top impressions-generating network (40.7 million). According to iSpot’s Creative Assessment, this commercial had an 89% brand match (the percentage of survey respondents who remembered it was a Chevrolet ad after watching it), above the recent automaker industry norm of 79%.

At No.3: A Ram Trucks promotion for its Wrap Up The Year Sales Event, which ran up 217.8 million national TV ad impressions. The spot highlights the rugged versatility of various models for wintry conditions. College football, including bowl games, delivered over 57.8 million impressions, while the NFL tacked on another 35.8 million. Top impressions-generating networks included ESPN (66.4 million impressions), CBS (24 million) and Investigation Discovery (23.1 million). 

Subaru’s fourth-place commercial explains how it’s sharing the love by supporting various charitable initiatives, including donating over $285 million to charities by the end of 2023. The spot had 199.4 million national TV ad impressions and was the only ad on the chart that didn’t rely heavily on football to drive impressions. According to iSpot’s Creative Assessment, this commercial had an overall Persuasion score nearly 12% above industry norms.  

Kia rounds out the ranking with a spot inviting drivers to celebrate “the season of giving back” with a special lease deal on the ’23 Sorento LX. College football (including bowl games) generated 29.4 million TV ad impressions, while the NFL delivered 18.1 million and the NBA drove 13.6 million impressions. Top networks by impressions included ESPN (34.4 million), ABC (33.7 million) and CBS (18.9 million). 

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1. Jeep: Drove All Night

Impressions: 267,123,461 

Interruption Rate: 3.27%

Attention Index: 92

Est. TV Spend: $2,714,525 

2. Chevrolet: Down to Earth

Impressions: 254,538,764 

Interruption Rate: 3.80%

Attention Index: 87

Est. TV Spend: $3,393,056 

3. Ram Trucks: Wrap Up the Year Sales Event: Holidays: Tree Sap

Impressions: 217,792,236 

Interruption Rate: 2.61%

Attention Index: 97

Est. TV Spend: $2,036,181 

4. Subaru: Share the Love Event: 2023 Hometown

Impressions: 199,426,179 

Interruption Rate: 3.39%

Attention Index: 95

Est. TV Spend: $2,061,721 

5. Kia: The Gift of Great Deals

Impressions: 197,221,428 

Interruption Rate: 2.61%

Attention Index: 98

Est. TV Spend: $2,584,777 

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

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