Chevrolet Again Leads Ranking of Most-Seen Auto TV Ads

For the second week in a row, Chevrolet leads iSpot.tv’s ranking of the most-seen auto TV ads. “Build” ran up 377.9 million national TV ad impressions from Aug. 28 through Sept. 3, a 21.6% week-over-week increase. With 11.8 million TV ad impressions, America’s Morning Headquarters on The Weather Channel was the top impressions-driving program, followed by Fox & Friends (11 million) and Law & Order: Special Victims Unit (10.4 million). 

Ram Trucks takes second place, with its Labor Day Sales Event promotion racking up 325.2 million national TV ad impressions. Top networks by impressions included The Weather Channel (31.9 million), CBS (23.2 million) and MSNBC (19.1 million). On the programming side, college football led with 19.5 million TV ad impressions, while CBS Mornings generated 14.1 million and America’s Morning Headquarters delivered 13.4 million. 

With 207.3 million national TV ad impressions, a recently debuted Subaru spot for the Crosstrek Wilderness lands in third place. The ad, aptly titled “Push Your Limits,” features footage of people enjoying exciting outdoor adventures – something that resonated with audiences: According to iSpot’s Creative Assessment, 34% of surveyed viewers considered the visual scenes to be the single best thing about the commercial. Three of the top five programs by impressions were from The Weather Channel: Weather Underground (3.9 million impressions), America’s Morning Headquarters (3.8 million) and Live Coverage: Tracking Idalia (3.3 million). 

Two more sales promotions, both with about 180.4 million national TV ad impressions, round out the ranking. Jeep’s fourth-place ad, featuring music by OneRepublic, offers employee pricing on all ’23 Gladiator models. A third of its impressions came from primetime airings. Top impression-driving networks included NBC (16.7 million), The Weather Channel (16.5 million) and Game Show Network (11.7 million). Per iSpot’s Creative Assessment, this commercial had a notable 93% brand match (the percentage of survey respondents who remembered it was a Jeep ad after watching it), above the recent automaker industry norm of 78%.

Hyundai’s Getaway Sales Event spot slips from second to fifth place week-over-week. Broadcast networks generated top impression counts, led by Fox (14.6 million), NBC (12.8 million) and ABC (11.9 million). Nearly a quarter of the spot’s total impressions came from sports-related programming, including college football, MLB games, the 2023 U.S. Open and various sports commentary shows. 

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1. Chevrolet: Build 

Impressions: 377,889,693

Interruption Rate: 3.43%

Attention Index: 87

Est. TV Spend: $1,825,951

2. Ram Trucks: Labor Day Sales Event: Opportunity 

Impressions: 325,200,266

Interruption Rate: 3.73%

Attention Index: 85

Est. TV Spend: $1,939,399

3. Subaru: Push Your Limits 

Impressions: 207,331,463

Interruption Rate: 3.78%

Attention Index: 88

Est. TV Spend: $1,267,263

4. Jeep: Labor Day Sales Event: Raise the Bar 

Impressions: 180,484,960

Interruption Rate: 4.00%

Attention Index: 80

Est. TV Spend: $1,344,040

5. Hyundai: Get In and Get Away: Cape Cod 

Impressions: 180,425,979

Interruption Rate: 2.73%

Attention Index: 88

Est. TV Spend: $954,794

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.