Chevy Keeps It Real, Tops Most-Seen Auto Ads Chart

In the top-ranked ad for the week of July 30, the brand’s spokesman points out that Chevrolet’s cars, trucks and SUVs have received J.D. Power dependability awards three years in a row.

August 8, 2018

2 Min Read
Top-ranked Chevrolet ad plays up J.D. Power dependability awards.
Top-ranked Chevrolet ad plays up J.D. Power dependability awards.

Chevrolet’s enduring spot featuring real Chevy owners talking about what matters to them most – dependability – tops iSpot.tv’s latest ranking of the most-viewed automotive commercials – the ads garnering the highest number of impressions across national broadcast and cable TV airings.

In the top-ranked ad for the week of July 30, the brand’s spokesman points out that Chevrolet’s cars, trucks and SUVs have received J.D. Power dependability awards three years in a row. The ad says customers can get 15% below the standard retail price on most ’18 Equinox models.

Ford promotes its latest sales event with scenes from a classic summer activity: a family fishing trip. Conveniently, the SYNC Connect’s Wi-Fi hotspot in the family’s Ford SUV helps them find recipes for freshly caught trout. Customers can get deals including interest-free financing for 72 months plus $1,000 in cash credit on various SUV models, the ad notes.

Third place goes to Lexus, which urges viewers to “experience the versatility of utility” with its Golden Opportunity Sales Event featuring a range of SUVs that the brand says are perfect for any adventure.

The sales-event focus continues with Toyota’s fourth-place ad for its National Clearance Event, during which shoppers can get low-interest financing on ’18 models.

It’s back to Chevrolet for the fifth spot on the chart. In it, Chevy owners discuss the importance of passing down their old pickup trucks to younger generations. And when they’re ready to hand over the keys, Chevy Truck Month is offering special financing on Silverado models.

iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 8 million smart TVs.

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1. Chevrolet: That's My Chevy

Impressions: 312,801,305

Attention Score: 73.87

Attention Index: 39

Est. TV Spend: $3,631,129


2. Ford: Summer Sales Event: Trout

Impressions: 248,608,454

Attention Score: 79.56

Attention Index: 50

Est. TV Spend: $4,197,119


3. Lexus: Golden Opportunity Sales Event: Always in Your Element

Impressions: 206,463,986

Attention Score: 89.24

Attention Index: 96

Est. TV Spend: $1,288,375


4. Toyota: National Clearance Event: Gone in Seconds: 2018's

Impressions: 205,188,233

Attention Score: 93.25

Attention Index: 134

Est. TV Spend: $2,921,587


5. Chevrolet: Truck Month: Family Pass-Downs: Generations

Impressions: 184,821,545

Attention Score: 91.98

Attention Index: 122

Est. TV Spend: $1,928,532


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.

 

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