Most-Seen Auto Ads Have Coronavirus Subtext
Fiat Chrysler’s leading ad for the week of April 20 declares that “together, we can do this – because we are all one.”
Fiat Chrysler holds first place for a second straight week in iSpot.tv’s ranking of the most-viewed automotive commercials – the ads racking up the highest number of impressions across national broadcast and cable TV airings.
FCA’s leading ad for the week of April 20 declares that “together, we can do this – because we are all one.” The automaker is offering zero-percent financing for 84 months with no monthly payments for 90 days on select Dodge, Jeep and Ram models.
At No.2, Lincoln promotes the ability to buy a new car from select dealers “all without leaving the comfort and safety” of home.
Lexus takes both the third and fourth positions in the ranking. In its No.3 ad, the brand says it’s continuing to “take care of people first.” The automaker’s fourth-place commercial echoes that sentiment, proclaiming that “now, more than ever, you and your needs come first.”
The latter spot has the best iSpot Attention Index (141) in the ranking, getting 41% fewer interruptions than the average auto ad. (Interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.)
Volkswagen rounds out the ranking with an ad that puts its “community-driven promise” front and center. The automaker is offering flexible payment options for new or current owners who have lost their job, and a 180-day deferment on the first month’s payment and interest-free financing for 72 months on select models.
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1. Fiat Chrysler Automobiles: Drive Forward
Impressions: 398,153,335
Attention Score: 89.34
Attention Index: 105
Est. TV Spend: $3,925,718
2. Lincoln Motor Company: Home
Impressions: 261,843,425
Attention Score: 85.02
Attention Index: 75
Est. TV Spend: $2,922,766
Impressions: 257,343,285
Attention Score: 85.97
Attention Index: 80
Est. TV Spend: $5,086,671
4. Lexus: Service Is Not Just a Department
Impressions: 166,012,216
Attention Score: 93.36
Attention Index: 141
Est. TV Spend: $3,212,434
5. Volkswagen: Community-Driven Promise
Impressions: 137,813,698
Attention Score: 81.87
Attention Index: 62
Est. TV Spend: $1,311,986
Data provided by iSpot.tv, the always-on TV ad measurement and attribution company.
TV Impressions - Total TV ad impressions delivered for the brand or spot.
Attention Score - Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.
Attention Index - Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.
Est. National TV Spend - Amount spent on TV airings for the brand’s spots.
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