Subaru Not “Worry”-ing With Two Most-Watched Auto Ads
Subaru and Lexus both have two ads on this week’s list, according to iSpot.tv.
July 22, 2022
Subaru takes the top two spots on this week’s iSpot.tv list of most-seen auto ads promoting the Outback and Crosstrek models.
The spot “Don’t Worry” supporting the Outback leads with over 173 million viewer impressions, with “Girls Trip” for the Crosstrek close behind at 163 million. Both were backed by sizable national ad budgets – an estimated $1.3 million and $1.2 million, respectively – with a wide range of TV programming carrying the load. Combined, the two ads gave Subaru more than 336 million impressions for the week.
Lexus, meanwhile, takes the last two spots on the list with two ads of its own – “Olfactory” and “Modern Love,” both supporting the automaker’s Golden Opportunity Sales Event. Combined, they racked up nearly 310 million impressions, backed by a combined estimated national ad spend of over $1.5 million. Notably, Lexus was the only automaker on the list to target viewers of the 2022 Tour de France and Major League Baseball.
Honda’s “Brand New Spark” advertising the HR-V rounds out the list in the No. 3 spot.
According to iSpot’s Ace Metrix survey respondents, Subaru leads the pack in terms of reception. It was the clear leader in Brand Recognition, with a brand match score of 88% (the percentage of viewers who remembered it was a Subaru ad after watching it).
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Impressions: 173,156,370
Interruption Rate: 2.76%
Attention Index: 97
Est. TV Spend: $1,322,173
Impressions: 163,019,834
Interruption Rate: 2.76%
Attention Index: 95
Est. TV Spend: $1,257,304
Impressions: 162,586,022
Interruption Rate: 2.45%
Attention Index: 97
Est. TV Spend: $1,106,412
Impressions: 158,724,075
Interruption Rate: 1.93%
Attention Index: 96
Est. TV Spend: $747,395
Impressions: 151,137,033
Interruption Rate: 1.78%
Attention Index: 97
Est. TV Spend: $844,963
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 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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