Three Newcomers Debut on Most-Watched Auto Ads List

Three new spots from Lincoln, Cadillac and Lexus make their debut on iSpot.tv’s most-seen automotive TV ads for the week of Sept. 13.

Lincoln’s “Where Does the Stress Go” bows at second and stands out as the ad with the most financial backing at $3.2 million in estimated national spend. Most of that went to NFL programming on CBS, which delivered the second-highest number of views for the ad, after NBC’s Today. 

Cadillac’s “Flip the Script” appears at third. It tied with Jeep (see below) in estimated ad spend at $2.48 million. While college football collected about half the estimated budget for the ad when compared to NFL football, it delivered the most impressions.

Lexus’ “Brilliant” enters in fifth with the lowest estimated national ad spend in our ranking (about $600,000). Lexus focused on a wide-net approach, placing the ad against news and various syndicated programming, with news and sitcom reruns delivering the most impressions. 

Meanwhile, Jeep sees no reason to change its message, with its “Wildly Civilized” ad again retaining the top spot as the week’s most-seen ad. In fact, Jeep has thrown even more support behind it, increasing its estimated national ad spend for the third week in a row. This week, the commercial’s national spend was an estimated $2.48 million – an increase over last week of nearly $700,000. 

No one network or program collected the lion’s share of that figure, as Jeep spread its budget across major broadcast networks and shows alike, with a whopping 2,601 airings in total – 2 1/2 times that of the next-highest ad on the list. 

“Wildly Civilized” continues to resonate with viewers, according to iSpot’s Ace Metrix survey data, scoring 7% above the industry norm for attention, 7.8% above for likeability and 7.5% above for desire. 

Overall, the estimated spend among the top five most-viewed ads fell to an estimated $10.54 million from $13.7 million for the previous week’s top five. However, the overall automotive sector increased its spending to an estimated $72.3 million for over 23,000 ads aired during the time period vs. an estimated $63.7 million for 19,000 airings the week prior.

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Jeep: Wildly Civilized

Impressions: 344,527,399 

Interruption Rate: 2.51% 

Attention Index: 100 

Est. TV Spend: $2,482,660

Lincoln Motor Company: Where Does the Stress Go

Impressions: 308,338,891 

Interruption Rate: 2.64% 

Attention Index: 98 

Est. TV Spend: $3,202,345

Cadillac: Flip the Script

Impressions: 277,333,934 

Interruption Rate: 2.38% 

Attention Index: 101 

Est. TV Spend: $2,484,167

Toyota: Sneak Out

Impressions: 170,731,654 

Interruption Rate: 1.90% 

Attention Index: 104 

Est. TV Spend: $1,982,122

Lexus: Brilliant

Impressions: 167,963,493 

Interruption Rate: 1.51% 

Attention Index: 97 

Est. TV Spend: $608,668

Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands

*Ace Metrix auto industry norms data measured over the last 90 days.

TV Impressions - Total TV ad impressions delivered for the brand or spot.

Interruption Rate - The rate at which the audience present at the beginning of your ad disengages with it before it ends.

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

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