Honda Dreams Big With Most-Seen Auto TV Ad

With 233.2 million national TV ad impressions, Honda’s “Keep Dreaming” leads iSpot.tv’s latest ranking of the most-seen auto TV ads. Just over 39% of those impressions came from NFL (72.7 million) and college (18.6 million) football games, with NHL games delivering another 4.8 million impressions. Top impressions-driving networks included Fox (60.4 million), CBS (26.8 million) and Bravo (15.3 million). 

A spot for the Lexus TX slips from first to second place week-over-week – although its 221.3 million national TV ad impressions constituted a slight 0.7% increase from the previous week’s total. Cable networks generated the most impressions, led by ESPN (41.7 million), NFL Network (21.3 million) and MTV (11.5 million). College football games delivered over twice as many impressions as NFL games — 31.6 million vs. 13.4 million.  

For the second week in a row, Subaru owns the third- and fourth-place commercials, although both saw slight decreases in impressions week-over-week. “National Make a Dog’s Day: Waiting” ran up 158 million national TV ad impressions (a 9% decrease from the previous week). Per iSpot’s Creative Assessment, this commercial had an 87% brand match (the percentage of survey respondents who remembered it was a Subaru ad after watching it), above the recent automaker industry norm of 76%. Subaru’s No.4 ad for the Crosstrek Wilderness had 149.5 million national TV ad impressions (a 7% week-over-week decrease). Today, The Voice and Good Morning America were among the top programs by impressions for both spots. 

A commercial for the ’24 Kia Telluride X-Pro remains in fifth place week-over-week, but saw national TV ad impressions increase 13% to 127.2 million. Over 50% of those impressions came from primetime ad airings. NFL games delivered 20.8 million impressions, twice as many as the previous week. Other top programs included The Voice (6.2 million impressions) and Dancing With the Stars (5.3 million). Networks generating the most impressions included Fox (16.9 million), Hallmark (10 million) and USA (7.5 million). According to iSpot’s Creative Assessment, 13% of surveyed viewers considered the music (the Rocky movie theme song by Bill Conti) the single best thing about the ad. 

(Click on blue links for videos) 

1. Honda: Keep Dreaming 

Impressions: 233,203,787

Interruption Rate: 2.30%

Attention Index: 98

Est. TV Spend: $4,765,308

2. Lexus: Battle Out There 

Impressions: 221,286,995

Interruption Rate: 3.25%

Attention Index: 102

Est. TV Spend: $2,167,592

3. Subaru: National Make a Dog's Day: Waiting

Impressions: 158,041,258

Interruption Rate: 3.93%

Attention Index: 84

Est. TV Spend: $1,667,325

4. Subaru: Push Your Limits 

Impressions: 149,451,724

Interruption Rate: 2.98%

Attention Index: 104

Est. TV Spend: $1,599,514

5. Kia: Larger Than Life Adventures 

Impressions: 127,166,112

Interruption Rate: 2.89%

Attention Index: 98

Est. TV Spend: $1,947,397

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.