College football was the primary driver of reach for all five of the most-seen luxury auto TV ads, as ranked by iSpot’s national TV ad impressions for Sept. 8-14. Lexus dominated the ranking, owning three spots — including the No.1 commercial — that received a combined 284.7 million national TV ad impressions.
The first-place spot for the Lexus TX received 116.3 million national TV ad impressions, a full third of which came from college football games. Additional reach was provided by Family Guy (5.7% of total impressions), SportsCenter (4.6%) and Get Up (3%). According to iSpot’s Creative Assessment, the commercial performed in the 98th percentile for desire and 95th percentile for relevance. Additionally, the spot inspired notable positive purchase intent, with 51% of survey respondents saying they were “more” or “much more” likely to purchase after viewing the ad.
Lexus also owns the No.3 and No.5 commercials on the ranking, and both leaned on college football plus SportsCenter to reach audiences.
The third-place Lexus spot (88.8 million national TV ad impressions) visualizes a scenario many drivers are likely familiar with: trying to find their car in an airport parking garage — a conundrum alleviated by the available Vehicle Finder feature in the Lexus mobile app. College football games delivered 15.3% of the total impressions, followed by The Five (10.4%) and SportsCenter (6.4%). According to iSpot’s Creative Assessment, this ad had an 87% brand match (the percentage of survey respondents who remembered it was a Lexus ad after watching it), above the recent automaker industry norm of 78%.
The fifth-place ad for the 2025 Lexus RX had 79.7 million national TV ad impressions, with top programming led by college football (17.1% of total impressions), SportsCenter (6.5%) and MLB (3.5%).
Meanwhile, Buick lands at No.2 with a spot that garnered 88.9 million national TV ad impressions. The commercial performed in the 96th percentile for watchability, with 28% of surveyed viewers saying the visual scenes were the “single best thing” about the ad. College football games generated 11.3% of the total impressions, followed by women’s college volleyball (5.5%) and reruns of Two and a Half Men (5.1%).
Genesis takes fourth place with a spot for the 3-row 2026 GV80. Of its total 84 million national TV ad impressions, 18.5% came from college football games, while Celebrity Family Feud delivered another 6.9% and Fire Country generated 6.4%.
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1. Lexus: Solo
Impressions: 116,309,752
Interruption Rate: 2.47%
Attention Index: 105
Est. National TV Ad Spend: $926,055
Impressions: 88,942,760
Interruption Rate: 2.21%
Attention Index: 101
Est. National TV Ad Spend: $266,581
3. Lexus: Found
Impressions: 88,780,203
Interruption Rate: 1.44%
Attention Index: 110
Est. National TV Ad Spend: $421,365
Impressions: 83,963,076
Interruption Rate: 2.30%
Attention Index: 101
Est. National TV Ad Spend: $725,088
Impressions: 79,659,610
Interruption Rate: 1.53%
Attention Index: 106
Est. National TV Ad Spend: $415,613
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.
