Nissan Has Top TV Auto Ad, But Football Wins the Week

The return of the NFL, even in preseason, is already impacting automotive ads, according to

Wards Staff

August 26, 2022

2 Min Read
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Football is back, with the NFL preseason now well underway. And while the current exhibition games don’t matter from a league ranking perspective, carmakers eager for the sport’s return are all-in. 

Three of’s top five auto ads with the most impressions relied on NFL preseason games. One of the holdouts, however, is this week’s top spot from Nissan. Its “60 Years in 30 Seconds” reached No.1 without advertising on football at all, but rather on staples including America’s Got Talent and Law & Order: SVU

No.2 Jeep, No.4 Ram and No.5 Hyundai, meanwhile, all leaned on football, which delivered 17 million impressions among the three – the highest total of any programming source across all five ads on this week’s list. Jeep’s “Reservations” received 6 million impressions from the NFL, while 7.1 million went to Ram’s “Here’s to the Workers” and 3.8 million to Hyundai's “County Fair.”

Jeep’s “Reservations” received the highest Persuasion Score, according to iSpot’s Ace Metrix survey, with a result 11.2% above industry norms. However, Chevrolet’s No.3 “Muddy Passengers” had the highest brand match score of the group, with 90% of viewers remembering it was a Chevy ad after watching it. 


(click on blue links for video)


Nissan: 60 Years in 30 Seconds 

Impressions: 171,190,295 

Interruption Rate: 2.36% 

Attention Index: 98 

Est. TV Spend: $1,326,327


Jeep: Reservations 

Impressions: 165,347,249 

Interruption Rate: 3.05% 

Attention Index: 90 

Est. TV Spend: $1,439,775


Chevrolet: Muddy 

Impressions: 160,283,204 

Interruption Rate: 2.26% 

Attention Index: 103 

Est. TV Spend: $950,045


Ram Trucks: Make This the Summer Event: Here's to the Workers 

Impressions: 149,281,346 

Interruption Rate: 2.92% 

Attention Index: 96 

Est. TV Spend: $1,127,499


Hyundai: County Fair 

Impressions: 149,013,957 

Interruption Rate: 1.87% 

Attention Index: 113 

Est. TV Spend: $934,559

Data provided by, The New Standard for TV Ad Measurement

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 your 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 your ad’s Interruption Rate against your specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means your ad is performing as expected.

Est. National TV Spend - Amount spent on TV airings for the brand’s spots.


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