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For the fifth time in the past eight weeks, a Lincoln spot featuring Oscar-winning actor Matthew McConaughey tops iSpot.tv’s ranking of the most-viewed automotive commercials – the ads with the highest number of impressions across national broadcast and cable TV airings.
Co-starring in the first-place ad for the week of March 4 is the ’19 Nautilus CUV, whose technology – such as the Co-Pilot360 lane-keeping system – gives drivers more control.
Toyota’s second-place commercial is a play on a wrestling match, hyping the Tundra and Tacoma pickups along with other “reigning rulers of the road.” Michael Buffer (of “Let’s get ready to rumble!” fame) even makes an appearance to applaud the spokeswoman’s announcing skills.
At No.3, Chevrolet features real owners (not actors) talking about switching to Chevy; “value,” “family” and “power” are a few of the reasons they cite. This commercial has the best iSpot Attention Index (144) in the ranking, getting 44% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
A collection of inspirational scenes makes up Mazda’s fourth-place commercial, titled “Anthem,” with music by M83. The ’19 CX-9 CUV, “with signature trim and turbo,” helps drivers spread their wings and feel alive behind the wheel, the ad asserts.
And at No.5, Jeep says legends are made, not born. The ad has clips of Babe Ruth, James Dean and Misty Copeland interspersed with shots of its models plowing through snow in freezing cold, blistering desert heat and knee-deep mud.
1. Lincoln Motor Company: Ultimate Control
Impressions: 265,603,842
Attention Score: 86.70
Attention Index: 63
Est. TV Spend: $5,363,514
2. Toyota: Ready Set Go! Ring Announcer
Impressions: 260,645,073
Attention Score: 92.66
Attention Index: 113
Est. TV Spend: $3,189,300
3. Chevrolet: We Switched to Chevy
Impressions: 170,646,237
Attention Score: 95.30
Attention Index: 144
Est. TV Spend: $2,994,602
Impressions: 154,121,876
Attention Score: 85.34
Attention Index: 58
Est. TV Spend: $2,456,210
5. Jeep: Legends Aren't Born, They're Made
Impressions: 154,062,494
Attention Score: 93.73
Attention Index: 126
Est. TV Spend: $2,977,098
Data provided by iSpot.tv, the TV ad measurement and attribution company.
TV Impressions - Total TV ad impressions delivered for the brand or spot.
Attention Score - Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.
Attention Index - Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.
Est. National TV Spend - Amount spent on TV airings for the brand’s spots.
