McConaughey Puts Lincoln Atop Most-Seen Auto Ads Chart

The first-place ad for the week of Aug. 19 invites viewers to discover Lincoln’s approach to craftsmanship during its Summer Invitation Sales Event.

Jim Irwin, Associate Editor

August 29, 2019

2 Min Read
Lincoln most-watched 8-29 (2)
Oscar-winning actor McConaughey provides voiceover for Lincoln commercial.

Actor Matthew McConaughey delivers a soothing narration during a Lincoln spot ranked by iSpot.tv as No.1 among the most-viewed automotive commercials – the ads garnering the highest number of impressions across national broadcast and cable TV airings.

The first-place ad for the week of Aug. 19 invites viewers to discover Lincoln’s approach to craftsmanship during its Summer Invitation Sales Event. This ad has the best iSpot Attention Index (154) in the ranking, getting 54% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

Hyundai’s No.2 commercial highlights the savings available on the ’19 Santa Fe during its Epic Summer Clearance, while third place goes to GMC’s enduring ad spotlighting the ’19 Sierra’s six-function MultiPro Tailgate.

At No.4 is Kia’s commercial for its Summer Clearance Event offering zero-percent financing for 75 months or $4,000 rebates on select ’19 models.

Subaru closes out the ranking with a spot starring a dog that loves to escape, forcing his owner to continually retrieve him using her Crosstrek. Subaru says 97% of its vehicles are still on the road after 10 years.

(click on blue links for videos)

 

1. Lincoln Motor Company: Inside Outside

Impressions: 245,475,141 

Attention Score: 95.30 

Attention Index: 154 

Est. TV Spend: $3,159,745

 

2. Hyundai: Water Fight

Impressions: 227,649,605 

Attention Score: 87.51 

Attention Index: 82 

Est. TV Spend: $3,607,023

 

3. GMC: Jaw Drop

Impressions: 200,715,868 

Attention Score: 82.04 

Attention Index: 57 

Est. TV Spend: $1,859,359

 

4. Kia: Time to Make Room 

Impressions: 174,094,663 

Attention Score: 89.97 

Attention Index: 102 

Est. TV Spend: $4,109,345

 

5. Subaru: A Lot to Love Event: Old Friends 

Impressions: 157,933,724 

Attention Score: 91.92 

Attention Index: 121 

Est. TV Spend: $2,520,674

 

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. 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.

About the Author(s)

Subscribe to a WardsAuto newsletter today!
Get the latest automotive news delivered daily or weekly. With 5 newsletters to choose from, each curated by our Editors, you can decide what matters to you most.

You May Also Like