With 162.6 million national TV ad impressions, Kia takes first place on iSpot.tv’s ranking of the most-seen auto TV ads for April 22-28.
The spot, which was in third place last week, highlights the all-weather capabilities of the Sorento X-Pro and Turbo-Hybrid models. NBA games did the heavy lifting when it came to impressions, generating 44.7 million, while The Voice delivered 4.5 million and Bob Hearts Abishola ran up 4.2 million. Looking at networks, truTV led with 26.7 million impressions, followed by TNT (23.1 million) and ABC (11.7 million).
The second-place commercial from Ram Trucks declares, “We put our everything into every truck – so that when you find your calling, nothing can stop you from answering.” It had 156.2 million national TV ad impressions, with top networks including MSNBC (16.5 million), Paramount Network (10.4 million) and HGTV (9.3 million). Looking at top impression-generating programming, NBA games led with 14.2 million, followed by Forensic Files (3.8 million) and House Hunters (3.4 million).
Subaru owns the third- and fifth-place spots that had a combined 267.5 million national TV ad impressions. At No.3 is “A Beautiful Silence” with 141.1 million impressions, 47% of which came from primetime airings. Across all dayparts, Today was the top program with 12.1 million impressions, while Good Morning America generated 8.7 million and NCIS had 6.7 million. Top networks included CBS (26.7 million impressions), NBC (23.3 million) and ABC (22.6 million). The automaker’s fifth-place commercial, “Push Your Limits,” ran up 126.4 million impressions, with ABC delivering 25.4 million, followed by NBC (22.7 million) and CBS (20 million). Top programming included Good Morning America (13.8 million impressions), Today (8.1 million) and Young Sheldon (6.8 million). Per iSpot’s Creative Assessment, 34% of surveyed viewers considered the visual scenes to be the single best thing about the ad.
Dodge’s “Inner Child Intervention” slips from second to fourth place week-over-week with 131.3 million national TV ad impressions. Nearly 20% of those impressions came from airings on MSNBC (25.3 million), while HLN generated 10.8 million and Paramount Network ran up 7.6 million. Forensic Files (9.6 million impressions), NBA games (7.1 million) and The Beat With Ari Melber (5.7 million) led for top programming by impressions. According to iSpot’s Creative Assessment, this spot scored above the automotive norm for attention and likeability.
(Click on blue links for videos)
1. Kia: Built for the Unstoppable
Impressions: 162,602,726
Interruption Rate: 3.76%
Attention Index: 94
Est. TV Spend: $1,569,952
Impressions: 156,213,589
Interruption Rate: 3.40%
Attention Index: 91
Est. TV Spend: $1,474,898
3. Subaru: A Beautiful Silence
Impressions: 141,104,579
Interruption Rate: 3.32%
Attention Index: 91
Est. TV Spend: $1,378,562
4. Dodge: Inner Child Intervention
Impressions: 131,278,065
Interruption Rate: 2.87%
Attention Index: 90
Est. TV Spend: $697,615
Impressions: 126,422,615
Interruption Rate: 3.04%
Attention Index: 111
Est. TV Spend: $1,224,153
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.
