For the second consecutive week, Lexus sits at No.1 in iSpot.tv’s ranking of the most-viewed automotive commercials – the ads that have generated the most impressions across national broadcast and cable TV airings.
In the top ad for the week of June 14, Lexus encourages car buyers to strive for more – aided by the brand’s RX midsize luxury CUV in the pursuit of that goal. According to Ace Metrix Creative Assessment survey data from iSpot, 37% of respondents found the visual scenes to be the single best thing about the commercial. Said one respondent: “I liked that it reminded me to slow down, enjoy things that I like more…and to put down the cellphone!”
Subaru’s pet adoption ad appears in second place for the second week in a row. Over 18% of TV ad impressions for the spot came during reality TV shows, while another 16% were during movies. Morning shows also were a significant focus for Subaru; from June 14-20, nearly 9% of TV ad impressions for the spot came during Good Morning America, Today and CBS This Morning.
Nissan remains a fixture in the ranking due to its Brie Larson spot showcasing what’s new about the brand’s vehicle lineup. Looking at consumer survey data from the past 30 days, Ace Metrix reveals the ad is 8.9% more likeable than the norm for auto ads. Survey respondents found the spot to be “arresting,” with 32% saying the visual scenes were the single best thing about it.
Jeep’s fourth-place ad highlights the community that’s popped up around its brand. Ace Metrix data found that the spot generated 8.2% more attention than the norm for automotive ads in the past 30 days and was 11.6% more likeable. One survey respondent said they “loved the music and visuals.”
Promoting its SUV lineup, Toyota’s fifth-place spot leans into childlike wonder and a sense of adventure – and features cute kids dressed up like various animals. Ace Metrix data shows the ad was 10.4% more likeable than the norm for auto creative in the last 30 days and was 6.8% more watchable. Survey respondents found the ad to be “wholesome,” while 25% deemed the characters to be the single best thing about it.
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Impressions: 243,319,098
Interruption Rate: 1.28%
Attention Index: 99
Est. TV Spend: $804,925
Impressions: 225,633,401
Interruption Rate: 2.54%
Attention Index: 98
Est. TV Spend: $1,822,136
Impressions: 202,858,127
Interruption Rate: 1.78%
Attention Index: 98
Est. TV Spend: $1,578,559
4. Jeep: Freedom Days: One Family
Impressions: 165,677,007
Interruption Rate: 2.60%
Attention Index: 97
Est. TV Spend: $1,635,866
Impressions: 143,319,377
Interruption Rate: 2.01%
Attention Index: 98
Est. TV Spend: $3,932,775
Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands
TV Impressions - Total TV ad impressions delivered for the brand or spot.
Interruption Rate - The rate at which the audience present at the beginning of your ad disengages with it before it ends.
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.
