Alfa Romeo Touts Italian Roots in Most-Seen Auto TV Ad

After a week in third place, Alfa Romeo’s “Our Heritage” is back on top of iSpot.tv’s ranking of the most-seen auto ads, receiving 248.6 million national TV ad impressions from June 12-18. Over 27% of those came from primetime ad airings, with Forensic Files as one of the top impression-driving programs. According to iSpot’s Creative Assessment, 30% of surveyed viewers considered the visual scenes to be the single best thing about the ad. 

Dodge’s ad for the Hornet remains in second place week-over-week, with a minor (3.5%) increase in impressions. News was a key driver of TV ad impressions: CNN (19 million impressions) and Fox News (18.5 million) were the top networks, while top programs included Special Report With Bret Baier (8.7 million impressions), The Lead With Jake Tapper (6.8 million) and CBS Mornings (6.6 million). 

With 204.9 million TV ad impressions, Ram Trucks takes third place, up from fourth previously. The brand’s spot features vehicle action shots mixed with close-ups to illustrate that “for every season, there’s a Ram.” NBC delivered twice as many impressions (27.1 million) as the No.2 network (CBS, 13.5 million), with Today and Today 3rd Hour generating 13.1 million and 10.8 million impressions, respectively. 

Chevrolet rounds out the ranking with the fourth- and fifth-place commercials. At No.4 with 202.5 million national TV ad impressions is a spot for the ’24 Trax. iSpot’s Creative Assessment survey data shows this ad had an 85% brand match (the percentage of survey respondents who remembered it was a Chevrolet ad after watching it), above the recent automaker industry norm of 76%. 

For the second week in a row, Chevy’s “A Whole New Level” takes fifth place, although its 156.6 million national TV ad impressions represent a slight (1.2%) week-over-week increase. The 2023 U.S. Open Golf Championship was the top program by impressions, delivering 25.2 million – 16% of the ad’s total for the week. On the network side, Fox News was the big driver with 26.9 million TV ad impressions, with Jesse Watters Primetime and Gutfeld! as two of the other top shows by impressions. 

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1. Alfa Romeo: Our Heritage

Impressions: 248,561,727

Interruption Rate: 3.32%

Attention Index: 84

Est. TV Spend: $1,809,844

2. Dodge: Swarming the Nation

Impressions: 216,490,107

Interruption Rate: 2.34%

Attention Index: 88

Est. TV Spend: $1,105,332

3. Ram Trucks: Ram Season: For Every Season

Impressions: 204,871,307

Interruption Rate: 3.12%

Attention Index: 89

Est. TV Spend: $1,418,847

4. Chevrolet: Stay Connected, Safe and Charged

Impressions: 202,530,126

Interruption Rate: 2.84%

Attention Index: 94

Est. TV Spend: $1,414,585

5. Chevrolet: A Whole New Level 

Impressions: 156,558,799

Interruption Rate: 2.78%

Attention Index: 93

Est. TV Spend: $1,325,133

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.