Coronavirus-Themed Spots Among Most-Seen Auto Ads

Three coronavirus-themed spots are among the latest iSpot.tv ranking of the most-viewed automotive commercials – the ads that have generated the highest number of impressions across national broadcast and cable TV airings.

Lincoln takes first place once again for the week of March 23, not for the Aviator commercial featuring a solitary Matthew McConaughey – a spot that ranked No.1 multiple times in past weeks – but with new creative emphasizing the power of sanctuary right now – which is why the brand is offering complimentary pickup and delivery servicing.

Second place goes to a spot from Mercedes-Benz promoting its Spring Event during which four of its models are available for under $37,000.

The coronavirus-aware ads continue with the third-place spot from Hyundai. If you lease one of its models from now through April 30, Hyundai will cover your payments for up to six months if you lose your job this year due to COVID-19. Hyundai also is offering zero-percent APR financing and four months of deferred payments on select vehicles.

In Volkswagen’s No.4 commercial, actor Paul Giamatti portrays a celebrity accountant who’s constantly exasperated by his clients’ unnecessary purchases – until one man tells him he spent his money on an Atlas Cross Sport, which is “excessive where it matters.”

The VW spot has the best iSpot Attention Index (151) in the ranking, getting 51% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

Rounding out the ranking is a spot from Toyota assuring customers it’s here for them now and “in all the better days ahead.” The brand says it’s committed to supporting communities across the country because “the Toyota family is stronger together.”

As automakers start to shift their TV advertising strategies due to the absence of live sports, there are a lot of questions about the best networks to reach viewers. For the week of March 23, Fox News, CBS, CNN, MSNBC and HGTV led for TV ad impressions for automakers.

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1. Lincoln Motor Company: Home

Impressions: 376,142,892

Attention Score: 94.68

Attention Index: 138

Est. TV Spend: $3,565,033

2. Mercedes-Benz: Spring Event: Wish Granted 

Impressions: 315,289,594

Attention Score: 74.06

Attention Index: 33

Est. TV Spend: $3,452,117

3. Hyundai: Unpredictable

Impressions: 309,621,900

Attention Score: 94.55

Attention Index: 137

Est. TV Spend: $4,059,616

4. Volkswagen: The Accountant: Part I

Impressions: 300,131,910

Attention Score: 95.81

Attention Index: 151

Est. TV Spend: $3,956,871

5. Toyota: We Are Here For You

Impressions: 288,284,544

Attention Score: 92.56

Attention Index: 113

Est. TV Spend: $1,447,214

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 for the brand’s spots.

iSpot Lift Rating - The iSpot Lift Rating measures the causal impact of TV advertising on key performance indicators (KPIs); put simply, it reflects new business driven by TV ad placements.