Four of Top Five Most-Seen Auto Ads Aired During Little League World Series

Chevrolet’s “Build,” promoting the Silverado pickup, has bounced around iSpot.tv’s ranking of most-seen auto TV ads all summer. It lands in first place for Aug. 21-27 with 44% more impressions than the No.2 ad from Hyundai. Cable news networks were key contributors, with MSNBC delivering 27.1 million impressions while CNN generated 21.3 million. On the programming side, reruns ruled: Law & Order: Special Victims Unit ran up 7.7 million national TV ad impressions, followed by Two and a Half Men (6.2 million) and The First 48 (5.4 million). 

With 196.9 million national TV ad impressions, a promotion for Hyundai’s Getaway Sales Event takes second place, up from third last time. Over a quarter of those impressions came from sports or sports-related programming – but this was the only ad in the ranking that didn’t air during the 2023 Little League Baseball World Series. Notably, the Spanish-language program Eternamente Amándonos, which debuted on Univision in June, was among the top five programs by impressions, delivering 6.4 million. Per iSpot’s Creative Assessment, 14% of surveyed viewers felt the deal or offer was the single best thing about this ad, above the auto industry norm of 4%. 

A Dodge commercial was close behind in third place with 194.8 million national TV ad impressions. Fox News (24.6 million impressions), MSNBC (18.3 million) and CBS (13.7 million) were the top three networks, while top impression-driving programs included CBS Mornings (7.6 million), the 2023 Little League Baseball World Series (4.6 million) and The Beat With Ari Melber (4.4 million). 

In the fourth-place commercial, a woman gives herself a pep talk in an Infiniti QX60. Nearly 30% of its 161.5 million national impressions came from primetime ad airings. Hallmark was the top network by impressions, generating 16.5 million across all dayparts. In terms of top programming, Morning Joe (11.7 million impressions) and the 2023 Little League Baseball World Series (11.3 million) were nearly tied.

Ram Trucks, which took first place last time, slips to fifth with 157.9 million TV ad impressions. The top program by impressions was the 2023 Little League Baseball World Series (7.9 million impressions), followed by The Last Word With Lawrence O’Donnell (5.8 million) and NFL games (4 million). 

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1. Chevrolet: Build 

Impressions: 310,658,988

Interruption Rate: 3.75%

Attention Index: 80

Est. TV Spend: $1,678,072

2. Hyundai: Getaway Sales Event: Get In and Get Away: Cape Cod

Impressions: 196,928,546

Interruption Rate: 2.60%

Attention Index: 93

Est. TV Spend: $1,285,774

3. Dodge: Last Call

Impressions: 194,789,353

Interruption Rate: 2.85%

Attention Index: 86

Est. TV Spend: $876,137

4. Infiniti: Pep Talk 

Impressions: 161,459,153

Interruption Rate: 1.63%

Attention Index: 88

Est. TV Spend: $562,671

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

Impressions: 157,916,256

Interruption Rate: 3.50%

Attention Index: 84

Est. TV Spend: $938,617

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.