Honda Dreams Onward With Week’s Most-Seen TV Auto Ad

Honda’s “Dream Onward” commercial leaned heavily on football, as 58% of the spot’s TV ad impressions from Nov. 21-27 were delivered by either the NFL or college football games, iSpot.tv says. In total, the ad had nearly 267 million TV ad impressions on the week. 

According to iSpot’s survey-based Creative Assessment, “Dream Onward” was 2.5% more watchable than the norm for automotive ads in the past 90 days. Survey respondents also found the spot to be “cinematic” and “upscale.”

Jeep’s “Made for Beautiful Days” was 2.5% more likable than the norm for automaker ads, and was the No. 2 most-seen spot in this week’s ranking. Like Honda, Jeep also relied on football, with over 43% of TV ad impressions for “Made for Beautiful Days” coming from NFL and college football games.

Dodge’s “The Real Brotherhood of Muscle” utilized a variety of programs to climb to No.3 in the weekly ranking. NBC’s Thanksgiving Day Parade coverage delivered the most TV ad impressions, at 6.31%, while a higher share of impressions (20.56%) came during Wednesday programming than any other day last week. The spot also grabbed attention better than 2.2% of automaker ads in the past 90 days, according to iSpot’s Creative Assessment.

Lexus’s “Time Machine,” which spotlights the RX SUV, is fourth in the ranking.  Lexus keyed in on cable networks for TV ad impressions, with ESPN accounting for 17.2%, followed by ESPN2 (7.9%) and the Travel Channel (6.8%). 

Subaru’s “Share the Love Event: Portraits of Love” completes the list of the five most-seen automaker spots. The commercial emphasizes the 15th anniversary of the brand’s “Share the Love” event, and the more than $250 million it has raised for charities over that time. Given the philanthropic angle, survey respondents found the ad to be 17% more likable than the norm for automaker ads in the past 90 days, and the spot garnered 14% more attention than the norm as well.

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1. Honda: Dream Onward

Impressions: 266,524,466

Interruption Rate: 1.79%

Attention Index: 106

Est. TV Spend: $7,863,943

2. Jeep: Made for Beautiful Days

Impressions: 183,732,377

Interruption Rate: 3.01%

Attention Index: 89

Est. TV Spend: $3,968,002

3. Dodge: The Real Brotherhood of Muscle

Impressions: 180,695,474

Interruption Rate: 2.38%

Attention Index: 96

Est. TV Spend: $1,023,876

4. Lexus: Time Machine

Impressions: 180,693,548

Interruption Rate: 1.90%

Attention Index: 95

Est. TV Spend: $985,301

5. Subaru: Share The Love Event: Portraits of Love

Impressions: 180,146,314

Interruption Rate: 3.81%

Attention Index: 80

Est. TV Spend: $1,619,732

Data provided by iSpot.tv, The New Standard for TV Ad Measurement

TV Ad Impressions - Total TV ad impressions delivered for the brand or spot.

Interruption Rate - The percentage of devices that were present at the beginning of your 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 your ad’s Interruption Rate against your specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means your ad is performing as expected.

Est. National TV Spend - Amount spent on TV airings for the brand’s spots.