Sports Helps Hyundai Take Spot Among TV Car Commercials

Football season may not have started yet, but even NFL programming such as last Thursday’s Hall of Fame Game can still make a difference with auto ads, according to iSpot.tv.

Hyundai’s decision to place its Palisade-focused “County Fair” ad in the game proved this. The game not only generated the most impressions for the automaker’s ad, but the total was more than any other program delivered for any other ad in this week’s list.

Hyundai added MLB games, which together with the NFL helped the automaker score the most-viewed ad for the week.  

Nissan also leveraged MLB games for its No.3 debut but leaned mostly on America’s Got Talent. Coming in a close second was Chevrolet’s “Muddy,” which turned to syndicated shows instead, including Two and a Half Men, NCIS and The Big Bang Theory. 

New-to-the-ranking ads from Jeep and Cadillac scored big with iSpot’s Ace Metrix survey. Respondents gave Jeep’s “Reservations” ad the best Persuasion Score on the list, with a rating 11.2% above industry norms. Cadillac, meanwhile, made its mark with the music in “Colors of Emotion: RED.” Typically an afterthought, music was named the “single best thing” about the spot by 19% of Ace survey respondents – over 100% above industry norms. 

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Hyundai: County Fair 

Impressions: 196,038,702 

Interruption Rate: 2.02% 

Attention Index: 115 

Est. TV Spend: $1,480,191

Chevrolet: Muddy 

Impressions: 178,131,868 

Interruption Rate: 2.53% 

Attention Index: 104 

Est. TV Spend: $1,060,056

Nissan: 60 Years in 30 Seconds 

Impressions: 176,959,742 

Interruption Rate: 2.34% 

Attention Index: 97 

Est. TV Spend: $1,383,621

Jeep: Make This the Summer Event: Reservations 

Impressions: 169,574,344 

Interruption Rate: 2.50% 

Attention Index: 101 

Est. TV Spend: $1,178,499

Cadillac: Colors of Emotion: RED 

Impressions: 161,432,125 

Interruption Rate: 2.67% 

Attention Index: 103 

Est. TV Spend: $874,360

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 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.