All of the top five luxury automotive ads for June 2-8 as ranked by iSpot.tv leaned on sports to reach wide audiences, but only one – from Genesis – aired during the NBA finals; the others prioritized baseball action.
Genesis is miles ahead of the other auto ads, with a spot for the 2026 GV70 that racked up nearly 198 million national TV ad impressions – 100 million more than the No.2 commercial from Audi. The bulk of reach (68%) came from primetime ad airings. This was the only spot on the ranking that aired during the NBA finals, which generated 14% of the total impressions. Other top programming by reach included the WNBA (3.7%), NCIS (3.3%) and Destination X (3.3%).
“Our best, made better” is the theme of Audi’s No.2 spot, which features music by Jet and shows the all-new Q5 zooming along a scenic oceanside highway. Today generated twice as much reach as MLB games – 11.8% of impressions vs. 5.7% – with the NHL close behind (5.6%). On the network side of things, NBC led for impressions (17%), followed by CNN (14.7%) and NewsNation (8.6%).
Lexus, which owns the final three spots, had a combined 222.7 million national TV ad impressions, making it the most-seen automaker on the chart overall. College baseball games were a key driver of reach for each spot.
Change is in the air with the third-place spot: As a couple prepares for the arrival of twins, their dogs are less than excited – but luckily with the 3-row Lexus TX, the whole family can fit. Of the spot’s total 81.9 million national TV ad impressions, 15.1% came from college baseball games. SportsCenter generated 12.3% of the ad’s total reach, with MLB games a distant third (3.8%). According to iSpot’s Creative Assessment, this ad scored above the auto norm for likeability, watchability and attention.
The No.4 commercial from Lexus showcases the NX’s remote park feature, which allows owners to maneuver their (driver-less) vehicle into a spot from a smartphone app. College baseball games provided 18.4% of the total 76.7 million national TV ad impressions, followed by SportsCenter (9%) and Get Up (3.8%).
A spot for the Lexus RX rounds out the ranking, having received 64.1 million national TV ad impressions. SportsCenter delivered 13.6% of the total impressions, followed by college baseball (5.6%) and Family Guy (3.8%). Top networks by reach included ESPN (22.7%), ESPN2 (9.6%) and FX (7.4%).
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Impressions: 197,982,102
Interruption Rate: 1.79%
Attention Index: 98
Est. National TV Ad Spend: $1,925,684
2. Audi: Our Best, Made Better
Impressions: 97,831,765
Interruption Rate: 3.83%
Attention Index: 88
Est. National TV Ad Spend: $850,454
Impressions: 81,860,261
Interruption Rate: 1.24%
Attention Index: 108
Est. National TV Ad Spend: $561,752
Impressions: 76,728,259
Interruption Rate: 1.38%
Attention Index: 108
Est. National TV Ad Spend: $514,489
Impressions: 64,146,903
Interruption Rate: 1.30%
Attention Index: 105
Est. National TV Ad Spend: $405,873
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.
