Volkswagen lands in first place in iSpot.tv’s ranking of the most-viewed automotive commercials – the ads that have collected the highest number of impressions across national broadcast and cable TV airings.
In “Drive You,” the No.1 spot for the week of Oct. 29, VW suggests it will take just one test drive to sell you on one of its models, which have a 6-year /72,000-mile (115,920-km) bumper-to-bumper warranty. During the company’s “Drive to Decide” sales event, qualified customers can get a bonus of $1,000 on select Jetta, Tiguan and Atlas models.
Serpentine roads and exhilarating mountain vistas abound in the No.2 ad, in which GMC asks viewers to imagine the feeling that accompanies their “first real truck.” The spot points out customers can get special savings amounting to more than $11,000 on the ’18 Sierra SLT.
Buick grabs third place with an ad that has multiple people mistaking one Buick for another, a playful approach that lets the company show off its many available models, including the ’18 Encore.
The last two commercials come from Chevrolet. The No.4 spot highlights how the Malibu, Silverado, Traverse and Equinox all have received J.D. Power dependability awards, while the fifth-place ad zeroes in on Chevy trucks while continuing the reliability theme.
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 8 million smart TVs.
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1. Volkswagen: Drive to Decide Event: Drive You
Impressions: 236,110,958
Attention Score: 85.71
Attention Index: 72
Est. TV Spend: $3,480,860
Impressions: 193,443,661
Attention Score: 85.66
Attention Index: 72
Est. TV Spend: $2,169,237
Impressions: 184,053,762
Attention Score: 79.94
Attention Index: 52
Est. TV Spend: $3,088,525
4. Chevrolet: Third Time's a Charm
Impressions: 177,679,034
Attention Score: 87.87
Attention Index: 85
Est. TV Spend: $3,147,736
5. Chevrolet: Last Truck Standing
Impressions: 173,218,679
Attention Score: 85.70
Attention Index: 72
Est. TV Spend: $2,693,564
Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads
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.
