Three of the most-seen auto TV commercials for July 7-13, as ranked by iSpot’s national TV ad impressions, activated around MLB games. Subaru was the outlier, instead finding reach via morning news programming.
Kia leads the ranking with a spot for the 2026 Sportage X-Pro that received 204.8 million national TV ad impressions, nearly 56% of which came from primetime ad airings. Across all dayparts, House Hunters delivered the most reach (5.5% of total impressions), followed by MLB games (4.1%) and Celebrity Family Feud (3%). According to iSpot’s Creative Assessment, this ad had an 85% brand match (the percentage of survey respondents who remembered it was a Kia ad after watching it), above the recent automaker industry norm of 79%.
Subaru owns the second- and third-place spots, which had a combined 214.3 million national TV ad impressions. While the spots feature dramatically different creative styles, the same three programs led for reach for both: Today, Good Morning America and CBS Mornings.
The No.2 ad features a cute dog family experiencing what many parents can probably relate to: A child (puppy) demanding the same song be played over and over. The creative approach resonated with viewers, as the ad performed in the 100th percentile for attention, likeability and watchability, with 38% of surveyed viewers saying the characters were the “single best thing” about the spot. The commercial racked up 107.9 million national TV ad impressions, with 7.8% each from Today and Good Morning America, while CBS Mornings generated 6.3%.
Subaru’s third-place ad focuses on the awards it’s received from Consumer Reports, including 2025 Most Reliable Automotive Brand and Best Overall Automotive Brand. Good Morning America accounted for 7.6% of the spot’s total 106.4 million national TV ad impressions, followed by Today (7.2%) and CBS Mornings (4.7%).
Jeep’s promotional tie-in with Jurassic World Rebirth takes fourth place with 83.3 million national TV ad impressions, 20% of which came from airings on CBS. Looking at top programming across all networks, CBS Mornings led for reach with 5% of total impressions, while The Neighborhood and the MLB each delivered 3.6%.
Rounding out the ranking is a promotion for Hyundai’s Getaway Sales Event, which had 76.8 million national TV ad impressions. Of the ads on the chart, this one leaned into the MLB the most, with games generating nearly 30% of total impressions. Other top programming included Jeopardy! (5.9%), 1st Look (4.5%) and PGA Tour golf (3.9%).
(Click on blue links for videos)
Impressions: 204,760,931
Interruption Rate: 3.42%
Attention Index: 100
Est. National TV Ad Spend: $1,926,400
2. Subaru: Dog Tested: On Repeat
Impressions: 107,893,972
Interruption Rate: 2.57%
Attention Index: 110
Est. National TV Ad Spend: $1,050,359
3. Subaru: Consumer Reports 2025 Most Reliable Automotive Brand
Impressions: 106,406,531
Interruption Rate: 2.76%
Attention Index: 100
Est. National TV Ad Spend: $996,405
Impressions: 83,331,827
Interruption Rate: 3.39%
Attention Index: 92
Est. National TV Ad Spend: $705,927
Impressions: 76,805,624
Interruption Rate: 3.64%
Attention Index: 101
Est. National TV Ad Spend: $254,242
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.
