Chevrolet Features 2024 Trax in Most-Watched Auto TV Ad
NBC was the No.1 network for impression delivery for each of the top five ads, with multiple automakers leaning into the 2023 Open Championship golf tournament.
July 28, 2023
An upbeat ad for the ’24 Chevrolet Trax leads iSpot’s ranking of the most-seen auto TV commercials for July 17-23. The spot received 217.1 million national TV ad impressions, 23.6% of which were generated by airings during the 2023 Open Championship. Crime dramas NCIS, Law & Order: Special Victims Unit and Blue Bloods each delivered over 5 million TV ad impressions.
Ram Trucks slips from first to second place week-over-week, with a spot highlighting its “Make This The Summer” sales event that got 208.2 million TV ad impressions. Networks generating top impression counts included NBC (15.4 million impressions), MSNBC (13.9 million) and HLN (12.3 million). According to iSpot’s Creative Assessment, this commercial scored above the auto norm for attention, likability, desire and relevance.
Subaru is again the most-seen brand in the top five chart, with its third- and fourth-place spots running up a combined 370.7 million national TV ad impressions. Notably, Subaru is the only automaker in the ranking that did not advertise during the Open Championship. Instead, it prioritized morning news programs including Today and Good Morning America, along with Law & Order: Special Victims Unit, for both its commercials.
At No.5 is a Mercedes-Benz ad for the GLC with a futuristic feel that showcases the model’s “artificial intelligence, groundbreaking transparent hood technology and intuitive design.” Over 61% of its 166.8 million TV ad impressions came from the Open Championship and related coverage. iSpot’s Creative Assessment survey data shows this ad had a 91% brand match (the percentage of survey respondents who remembered it was a Mercedes-Benz ad after watching it), above the recent automaker industry norm of 78%.
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1. Chevrolet: Stay Connected, Safe and Charged
Impressions: 217,147,582
Interruption Rate: 2.93%
Attention Index: 93
Est. TV Spend: $865,134
2. Ram Trucks: Make This the Summer Event: Opportunity
Impressions: 208,214,366
Interruption Rate: 3.37%
Attention Index: 89
Est. TV Spend: $1,123,155
Impressions: 188,423,467
Interruption Rate: 3.86%
Attention Index: 85
Est. TV Spend: $1,281,292
Impressions: 182,309,998
Interruption Rate: 3.60%
Attention Index: 89
Est. TV Spend: $1,401,985
Impressions: 166,767,628
Interruption Rate: 2.69%
Attention Index: 103
Est. TV Spend: $808,546
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.
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