Although sports-related programming was a key driver of reach for all of the top five luxury auto TV commercials, as ranked by iSpot’s national TV ad impressions for June 16-22, only Inifniti capitalized on the NBA Finals.
The first-place ad from Infiniti promises “true luxury” with the 2026 QX60, with features including 3-row seating and Klipsch individual audio technology. The NBA Finals dominated for reach, generating over 43% of the spot’s total 101.8 million national TV ad impressions. Infiniti also prioritized other sports-related programming including PGA Tour golf (14.2% of total impressions), First Take (4.7%) and SportsCenter (4.3%).
In the second-place spot, an Audi Q5 speeds along a coastal road while Jet’s “Are You Gonna Be My Girl” plays in the background. This ad stood out from a creative aspect in particular: According to iSpot’s Creative Assessment, it scored in the 96th percentile for desire among surveyed viewers and the 93rd for relevance, and also performed above the automotive norms for attention, likeability and watchability. Additionally, this commercial had a 90% brand match (the percentage of survey respondents who remembered it was an Audi ad after watching it), above the recent automaker industry norm of 80%. MLB games delivered nearly 8% of the spot’s total 92.4 million national TV ad impressions, followed by Jimmy Kimmel Live (6.2%) and the 2025 Men’s College World Series (5.4%).
At No.3: A Genesis spot for the GV70 that received 68.6 million national TV ad impressions. Top programming included PGA Tour golf (17.8% of total impressions), Gold Rush: Mine Rescue With Freddy & Juan (4.2%) and the 2025 KPMG Women’s PGA Championship (4.1%). The commercial inspired notable purchase intent, with 53% of surveyed viewers saying they were “more” or “much more” likely to purchase after viewing the ad.
Lexus owns the final two ads on the ranking, which had a combined 118.6 million national TV ad impressions. ESPN accounted for 29% of the total impressions for both spots, and top programming was similar as well.
The No.4 spot for the Lexus NX had 61.2 million national TV ad impressions, 10.2% of which came from SportsCenter. Other top programming by reach included The Big Bang Theory (6.7%) and the 2025 Men’s College World Series (5.9%).
Meanwhile, the fifth-place Lexus commercial for the 2025 TX received 57.3 million national TV ad impressions. SportsCenter delivered 12.1% of its total reach, followed by the 2025 Men’s College World Series (10%) and The Big Bang Theory (6.6%).
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1. Infiniti: True Luxury Leads
Impressions: 101,836,352
Interruption Rate: 2.06%
Attention Index: 121
Est. National TV Ad Spend: $3,066,976
2. Audi: Our Best, Made Better
Impressions: 92,408,233
Interruption Rate: 3.75%
Attention Index: 103
Est. National TV Ad Spend: $804,714
Impressions: 68,574,879
Interruption Rate: 2.14%
Attention Index: 91
Est. National TV Ad Spend: $459,187
Impressions: 61,233,111
Interruption Rate: 1.38%
Attention Index: 97
Est. National TV Ad Spend: $386,780
Impressions: 57,328,119
Interruption Rate: 1.45%
Attention Index: 103
Est. National TV Ad Spend: $369,914
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.
