Chevrolet Goes Big, Claims Most-Seen Auto TV Ad
Three Lexus spots combine for the most national TV ad impressions, per iSpot.tv.
May 15, 2023
Chevrolet’s “Big Life” racked up 214.6 million TV ad impressions during the week of May 1-7, landing it in first place on iSpot.tv’s ranking of the top five most-seen auto ads.
The commercial had an estimated national TV ad spend of over $2 million, more than twice that of any other spot on the ranking. This was the only ad in the top five that aired during NBA and NHL playoff games. Per iSpot’s Creative Assessment, it had the highest persuasion score on the list: 9% above industry norms.
Lexus held the second-, third- and fifth-place spots, which racked up a combined 433.7 million national TV ad impressions during the week measured. Sports commentary programs including SportsCenter, First Take and Get Up delivered top impression counts for all three.
The vibrant No.2 spot for the Lexus RX promises “heart-pounding design, intelligent technology, courageous performance.” It collected 148.9 million impressions, nearly a third of which occurred during primetime. Close behind was an ad for the Lexus ’23 NX with 147.4 million TV ad impressions. According to iSpot’s Creative Assessment, 32% of surveyed viewers considered the product itself the single best thing about the ad. “Not Just For You, By You,” promoting the Lexus ES model, landed in fifth place with 137.3 million impressions. This spot had the lowest national TV ad spend (est. $620,000) of the top five.
Ram Trucks’ “Heart,” a new creative version of a spot featuring music by Lainey Wilson that’s been on and off the ranking for weeks, takes fourth place. It got nearly 140 million TV ad impressions, with CBS’ Blue Bloods, Fire Country and CBS News Sunday Morning leading for both estimated spend and impressions.
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Impressions: 214,584,901
Interruption Rate: 2.74%
Attention Index: 95
Est. TV Spend: $2,091,749
Impressions: 148,902,352
Interruption Rate: 1.51%
Attention Index: 101
Est. TV Spend: $651,383
Impressions: 147,421,641
Interruption Rate: 1.70%
Attention Index: 92
Est. TV Spend: $631,474
4. Ram Trucks: Ram Season: Heart
Impressions: 139,958,963
Interruption Rate: 3.28%
Attention Index: 90
Est. TV Spend: $891,070
5. Lexus: Not Just For You, By You
Impressions: 137,338,861
Interruption Rate: 1.83%
Attention Index: 89
Est. TV Spend: $620,008
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.
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