The most-seen luxury auto TV ads for Aug. 11-17 have something in common other than wide reach: iSpot’s Creative Assessment found that viewers considered them especially “cinematic” and “upscale,” suggesting the sleek visuals featured in each ad are resonating with audiences. Commercials from Audi and Lexus scored particularly high across various creative aspects.
Buick’s first-place spot highlights the Super Cruise drive assistance available with the 2025 Enclave. It received 87.7 million national TV ad impressions, led by programming from a variety of genres: ABC's Who Wants to Be a Millionaire delivered 7.5% of total impressions, while 4.8% came from both ESPN's Fantasy Football Now and TBS' The Big Bang Theory. Top networks by reach included ESPN (11.7%), TBS (9.2%) and Hallmark (8.4%).
The second-place ad from Audi shows the electric Q6 e-tron zooming along forested, mountainous roads, prompting 32% of surveyed viewers to say the visual scenes were the “single best thing” about the ad. Of the spot’s total 77.7 million national TV ad impressions, 6.9% came from NBC's The Tonight Show Starring Jimmy Fallon, followed by MLB games (6.4%) and CBS News Sunday Morning (4%). This commercial performed in the 100th percentile for persuasion and desire, and the 99th percentile for relevance and watchability.
In the No.3 spot, actor Theo James retrieves a dog’s lost ball in a field beside an elegant British estate with the help of his Land Rover Sport. Nearly 30% of the commercial’s total 67.9 million national TV ad impressions came from the 2025 Cincinnati Open tennis tournament, followed by HGTV's House Hunters (5.6%) and the CBS movie The Equalizer (3.1%). The spot inspired notable positive purchase intent, with 61% of survey respondents saying they were “more” or “much more” likely to purchase after viewing the ad.
Infiniti’s fourth-place spot (64.3 million national TV ad impressions) calls attention to the QX60’s 3-row seating, “luxurious interior” and available Klipsch Individual Audio. TLC's 90 Day Fiancé: Happily Ever After? led for reach, delivering 7.1% of the total impressions, followed by the 2025 Cincinnati Open (5.2%) and 90 Day: Hunt for Love (5.1%). On the network side of things, HGTV and TLC were neck and neck, generating 12.5% and 12.2% of total impressions, respectively, while Food Network accounted for 9.6%.
With 56.4 million national TV ad impressions, Lexus takes fifth place with a promotion for its Golden Opportunity Sales Event. Sports-related programming was a key driver of reach: The NFL delivered 14.4% of total impressions and SportsCenter generated 8.7%, with an additional 5.7% coming from the 2025 Little League Baseball World Series and 4.9% from MLB games. According to iSpot’s Creative Assessment, this spot performed in the 100th percentile for persuasion, watchability and likeability, and the 99th percentile for attention and relevance.
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Impressions: 87,708,003
Interruption Rate: 1.93%
Attention Index: 93
Est. National TV Ad Spend: $367,119
Impressions: 77,735,204
Interruption Rate: 4.18%
Attention Index: 90
Est. National TV Ad Spend: $744,578
Impressions: 67,855,282
Interruption Rate: 3.67%
Attention Index: 114
Est. National TV Ad Spend: $456,790
4. Infiniti: True Luxury Leads
Impressions: 64,300,844
Interruption Rate: 1.52%
Attention Index: 94
Est. National TV Ad Spend: $297,428
5. Lexus: Dogs
Impressions: 56,428,954
Interruption Rate: 1.83%
Attention Index: 86
Est. National TV Ad Spend: $455,821
Data provided by iSpot, The New Standard for TV Ad Measurement.
Chart positions and other data may be updated in iSpot’s database as additional airings information becomes available.
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.
