The latest most-seen luxury auto TV commercials, as ranked by iSpot’s national TV ad impressions for July 28 through Aug. 3, activated around a variety of different genres to achieve reach. Notably, the two spots from Genesis had very different top programs – NBC's America’s Got Talent vs. the MLB – while the two spots from Lexus both prioritized ESPN's SportsCenter and Fox's Family Guy.
Genesis takes first place with a Freakier Friday movie promotional tie-in in which the spokesperson says, “Sometimes, your days can get a little freaky” before touting the GV80’s “reimagined space.” Of its total 84.8 million national TV ad impressions, 61% came from primetime ad airings. Top programming by reach included America’s Got Talent (9.8% of total impressions), ABC's Celebrity Family Feud (9.3%) and Bachelor in Paradise (5.7%). According to iSpot’s Creative Assessment, 28% of surveyed viewers said the characters were the “single best thing” about the ad.
The No.2 commercial from Genesis takes a different approach in terms of both tone and targeting strategy. It promotes the automaker’s Summer Signature Event, during which one-time bonuses are available on new models. The MLB delivered 9.3% of its total 64.2 million national TV ad impressions, and other top programming included CBS' Tracker (8.1%), Discovery's Deadliest Catch (6.8%) and the WNBA (6.3%).
A spot for the ’25 Audi Q6 e-tron lands in third place with 56.6 million national TV ad impressions. A single airing during CBS News Sunday Morning generated 5.4% of its total impressions, with another 5.1% coming from Fútbol Leagues Cup and 4.2% from NBC's The Tonight Show Starring Jimmy Fallon.
The final two ads on the ranking are from Lexus, with a combined 95.9 million national TV ad impressions. Both promote its Golden Opportunity Sales Event and harnessed similar programs to drive reach.
The No.4 spot from Lexus received 48.1 million national TV ad impressions, with top impressions-generating programming led by Family Guy (8%), SportsCenter (6.9%) and Fox News' Special Report With Bret Baier (6%). Per iSpot’s Creative Assessment, this spot had an 86% brand match (the percentage of survey respondents who remembered it was a Lexus ad after watching it), above the recent automotive norm of 78%.
Meanwhile, the fifth-place Lexus commercial (47.8 million national TV ad impressions) saw slightly more reach from SportsCenter than Family Guy — 7.9% of total impressions vs. 7.6%, respectively — with another 5.5% coming from Special Report With Bret Baier. On the creative side of things, this commercial scored notably well across multiple aspects including relevance (96th percentile), watchability (94th percentile) and likeability (90th percentile).
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1. Genesis: Freakier Friday: Reimagine Space
Impressions: 84,764,827
Interruption Rate: 2.03%
Attention Index: 87
Est. National TV Ad Spend: $562,227
2. Genesis: Your New Beginning
Impressions: 64,190,267
Interruption Rate: 3.06%
Attention Index: 73
Est. National TV Ad Spend: $350,239
Impressions: 56,551,772
Interruption Rate: 4.16%
Attention Index: 93
Est. National TV Ad Spend: $544,517
4. Lexus: Dogs
Impressions: 48,128,271
Interruption Rate: 1.74%
Attention Index: 90
Est. National TV Ad Spend: $223,054
Impressions: 47,761,303
Interruption Rate: 1.62%
Attention Index: 93
Est. National TV Ad Spend: $218,593
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.
