Chevrolet Silverado Spot Leads Most-Seen Auto TV Ads

Chevrolet is once again on top of iSpot’s ranking of the most-seen auto TV ads, but with a different commercial than from previous weeks. “Build,” highlighting the features and versatility of the Silverado, received 295.5 million national TV ad impressions.

While House Hunters was the top program by impressions (9.8 million) for the Chevy ad, CNN led for network impression delivery (29.4 million — 10% of the ad’s total impressions). iSpot’s Creative Assessment survey data shows this commercial had an 87% brand match (the percentage of survey respondents who remembered it was a Chevrolet ad after watching it), above the recent automaker industry norm of 77%.

Ram Trucks moves from third to second place week-over-week, with its spot celebrating all things summer that received 230.3 million national TV ad impressions, a 14.8% increase from the previous week. Notably, it was the only commercial in the ranking that aired during the 2023 Hall of Fame game, which officially kicked off the NFL preseason on Aug. 3. Top networks by ad impression delivery included NBC (21 million impressions), MSNBC (20.3 million) and CBS (13.2 million).

At No. 3: a Subaru commercial promoting its support for AdoptAClassroom.org, which racked up nearly 164 million national TV ad impressions. The spot explains how the automaker has helped more than 470,000 students with donations of school supplies and millions of dollars in funding. Subaru also owns the No. 5 ad, a heartwarming commercial for the Forester featuring a father and his deaf son — a pair that resonated with audiences: Per iSpot’s Creative Assessment, 19% of surveyed viewers found the characters to be the best thing about the commercial. For both ads, MSNBC and Syfy were the top two networks by impression delivery, while Law & Order: Special Victims Unit and The Last Word With Lawrence O’Donnell led for programs by impressions.

Kia’s “Bird’s Eye View” spot moves from fifth to fourth place week-over-week. As we saw last week, the automaker emphasized primetime: Over 60% of its 163 million TV ad impressions came from primetime ad airings. America’s Got Talent (9.4 million) was the top impression-generating program, followed by 100 Day Dream Home (5.1 million) and The $100,000 Pyramid (5 million).

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1. Chevrolet: Build

Impressions: 295,487,763

Interruption Rate: 2.93%

Attention Index: 94

Est. TV Spend: $1,770,730

2. Ram Trucks: Make This the Summer Event: Opportunity

Impressions: 230,274,458

Interruption Rate: 3.26%

Attention Index: 95

Est. TV Spend: $1,537,257

3. Subaru: Adopt a Classroom: Loves Learning

Impressions: 163,973,020

Interruption Rate: 3.09%

Attention Index: 98

Est. TV Spend: $982,007

4. Kia: Bird's Eye View

Impressions: 163,000,147

Interruption Rate: 3.17%

Attention Index: 99

Est. TV Spend: $1,267,210

5. Subaru: A Beautiful Silence

Impressions: 159,592,385

Interruption Rate: 3.42%

Attention Index: 98

Est. TV Spend: $943,517

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.