Ram’s Heartfelt Spot No.1 Among Most-Seen Auto TV Ads

For the second week in a row, Subaru is the brand with the highest total combined TV ad impressions in iSpot.tv’s top-five ranking.

Wards Staff

April 21, 2023

3 Min Read
Ram most-watched 4-18-23
Ram ad racks up more TV impressions behind 60.4% spending boost.

Ram is leaning into its “Have Heart” spot, which moves into first place on iSpot.tv’s most-seen auto ads ranking for April 10-16, up from No.2 the previous week. Estimated national TV ad spend for the commercial increased 60.4% week-over-week, with national impressions up 28.9%. Nearly a third of its 217.8 million TV ad impressions came from primetime, led by CBS and NBC. 

Although it had an 11.2% increase in TV ad impressions week-over-week, Dodge’s spot for the Hornet slips to second from first place. CBS, CNN and MeTV were the top impressions-driving networks, while Young Sheldon, the Barrett-Jackson Live Auction telecast and NCIS led for specific programs driving viewership. According to iSpot’s Creative Assessment, 29% of survey respondents cited the product itself as the single best thing about the ad. 

With 196.9 million national TV ad impressions, Lexus takes third place with a jazzy ad highlighting its lineup of electric vehicles that, as the spokesperson says, are “inspired by, created for and powered by you.” NBA games delivered over 12.8 million impressions for the spot, more than twice the second-place program for impressions (SportsCenter with 5.6 million).  Per iSpot’s Creative Assessment, this commercial had the highest persuasion score on the list: 16.1% above industry norms.

The last two spots on the ranking belong to Subaru, combining for a total of 317.3 million TV ad impressions. In the fourth-place ad, a cadre of puppies prepare for soccer practice, transported to the field by the “dog-tested, dog-approved” 3-row Ascent. “Crash Safety” takes No.5, with a focus on how every generation of the Subaru Forester has evolved to provide more protection. The theme resonated with viewers: 24% of iSpot Creative Assessment survey respondents cited the message as the single best thing about the ad. Subaru had nearly identical national TV ad spend (est. $1.4 million) for both spots, and Good Morning America and Today were the top impressions-driving programs for each. 

(Click on blue links for videos) 

1. Ram Trucks: Truck Month: To Be a Ram: Have Heart 

Impressions: 217,807,400

Interruption Rate: 2.99%

Attention Index: 91

Est. TV Spend: $1,760,899

2. Dodge: Swarming the Nation 

Impressions: 210,624,114

Interruption Rate: 2.22%

Attention Index: 98

Est. TV Spend: $1,186,209

3. Lexus: Electrified 

Impressions: 196,887,784

Interruption Rate: 2.73%

Attention Index: 99

Est. TV Spend: $2,000,474

4. Subaru: Dog Tested: Soccer Practice 

Impressions: 163,901,569

Interruption Rate: 3.21%

Attention Index: 97

Est. TV Spend: $1,419,356

5. Subaru: Crash Safety 

Impressions: 153,436,307

Interruption Rate: 3.26%

Attention Index: 93

Est. TV Spend: $1,401,230

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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