Dodge Hypes ‘Power-Packed’ Hornet in Most-Seen Auto TV Ad

Dodge's Hornet commercial racked up 191.2 million national TV ad impressions, per iSpot.tv

WardsAuto Staff

March 15, 2024

4 Min Read
Dodge most-watched 3-14-24
Dodge spot attracts engagement among Fox News, MSNBC viewers alike.

Dodge’s hybrid Hornet R/T — “a new breed ready to swarm, ready to sting” —  is on display in the most-seen auto TV for Mar. 4-10, according to iSpot.tv. The commercial received 191.2 million national TV ad impressions, with Fox News and MSNBC tied for network impression delivery at 23.5 million impressions each; Motor Trend Network ranked third (13.8 million). Top programming by impressions included Morning Joe (6.5 million), The Beat With Ari Melber (5.7 million) and Today 3rd Hour (5.5 million). 

Hyundai wants to add more joy to drivers’ journeys in the No.2 spot (185.2 million national TV ad impressions) by offering three years or 36,000 miles (57,960 km) of complimentary maintenance on models purchased during its Getaway Sales Event. Primetime ad airings delivered over 28% of the spot’s total impressions, while top programming across all dayparts included NBA games (31.1 million impressions), MLB games (6.4 million) and The Bachelor (5 million). TNT led for network impressions delivery (20 million), followed by ABC (14.2 million) and ESPN (13.3 million). 

The third-place spot from Jeep promotes the ’24 Grand Cherokee lineup, with models sporting McIntosh Entertainment systems, large touchscreens and three spacious rows, leaving enough “room for all the unexpected.” Nearly a quarter of the spot’s 158.4 million national TV ad impressions came from MSNBC (37.9 million), followed by Fox News (17.4 million) and CBS (14.9 million). Men’s college basketball delivered 13.1 million impressions, while The Beat With Ari Melber generated 8 million and Life, Liberty & Levin had 4.3 million. According to iSpot’s Creative Assessment, this ad scored above the automotive norm for desire, information and likeability. 

At No.4: An Infiniti ad for the ’24 QX60 that ran up 117 million national TV ad impressions. It features a couple debating what to do with a less-than-desirable painting they felt compelled to purchase. Top networks by impressions included ESPN (10.2 million), NBC (9.6 million) and Hallmark Channel (7.1 million), while top programming included men’s college basketball (7.7 million impressions), Sports Center (4.7 million) and Fixer to Fabulous (4 million). Per iSpot’s Creative Assessment, 19% of surveyed viewers considered the characters the single best thing about the ad. 

Lexus finishes out the ranking with a commercial highlighting its versatile lineup of SUVs driving across all types of terrain, from city roads to snowy mountains. The spot received 116.5 million national TV ad impressions, with men’s college basketball as the top impressions-generating programming (21.9 million), followed by SportsCenter (4.3 million) and Friends (3.6 million). ESPN led the list of networks by impressions, generating 26.9 million, while Fox News delivered 11.9 million and ESPN2 had 6.7 million. 

(Click on blue links for videos) 

1. Dodge: A New Breed of Muscle 

Impressions: 191,185,056 

Interruption Rate: 2.33%

Attention Index: 96

Est. TV Spend: $840,741

2. Hyundai: Getaway Sales Event: Add More Joy

Impressions: 185,202,968 

Interruption Rate: 2.86%

Attention Index: 93

Est. TV Spend: $1,047,316

3. Jeep: Celebration Event: Room for the Unexpected 

Impressions: 158,377,611 

Interruption Rate: 3.43%

Attention Index: 89

Est. TV Spend: $693,193

4. Infiniti: In the Attic 

Impressions: 117,008,276 

Interruption Rate: 1.54%

Attention Index: 90

Est. TV Spend: $2,361,100

5. Lexus: Experience Versatility

Impressions: 116,544,762 

Interruption Rate: 1.88%

Attention Index: 92

Est. TV Spend: $448,225

 

Data provided by iSpot.tv, 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 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.

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