U.S. Open Helps Cadillac Capture Most Auto-Ad Impressions

Cadillac retakes the top spot in iSpot.tv’s ranking of the most-seen auto ads with its ongoing “Lead The Charge” campaign, thanks in part to the 2022 U.S. Open Golf Championship. 

The golf tournament delivered more than 60 million of the 219 million impressions the ad received for the week, for which Cadillac spent an estimated $539,000 to air. The NHL playoffs delivered another 14.7 million impressions, for an additional estimated national spend of just over $200,000.

According to iSpot’s Ace Metrix survey data, the “Charge” ad also scored the best with viewers. It had the best overall persuasion score of 6.9% above industry norms, as well as the best brand and product match of the group at 90% and 88%, respectively (meaning the percentage of viewers who remembered it was a Cadillac ad and about the Lyric model after viewing it).

Chevrolet’s “Work Remote,” meanwhile, slipped to second on the list, skipping golf and hockey to focus on baseball and news to deliver viewers. 

Honda’s “Brand New Spark” fell from third to fifth on the weekly list. It was the only other auto ad to focus on the NHL playoffs for impressions.

Finally, Dodge’s “We Only Do Power” maintained its No. 4 position, while Jeep returned to the list with its “Jurassic World Dominion: Dinosaurs in Our World” cross-promotional spot.

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Cadillac: Lead the Charge 

Impressions: 219,605,257 

Interruption Rate: 2.60% 

Attention Index: 100 

Est. TV Spend: $1,603,306

Chevrolet: Work Remote 

Impressions: 192,927,419 

Interruption Rate: 2.35% 

Attention Index: 100 

Est. TV Spend: $1,130,845

Jeep: Jurassic World Dominion: Dinosaurs in Our World 

Impressions: 189,137,756 

Interruption Rate: 2.83% 

Attention Index: 97 

Est. TV Spend: $1,381,138

Dodge: We Only Do Power 

Impressions: 171,104,917 

Interruption Rate: 2.11% 

Attention Index: 97 

Est. TV Spend: $914,318

Honda: Brand New Spark 

Impressions: 164,471,628 

Interruption Rate: 3.16% 

Attention Index: 84 

Est. TV Spend: $1,484,617

Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands

*Ace Metrix auto industry norms data measured over the last 90 days.

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.