Kia Hits Beach With Week’s Highest Auto Ad Impressions

Kia grabs the top spot in iSpot.tv’s weekly ranking of the most-viewed automotive commercials – the ads that have generated the highest number of impressions across national broadcast and cable TV airings.

The NBA postseason emerged as a much-needed tentpole event for the automotive industry to rally its advertising around during the week of April 18, with four of the top five most-seen ads targeting the playoff games. 

Kia’s No.1 “Beachcomber” spot was backed by the highest estimated national spend of the list at $4.3 million. Over half of that, an estimated $2.2 million, was dedicated to the playoffs, which also delivered the most impressions. 

According to iSpot’s Ace Metrix survey data, the ad also was the best-received of the list, with an overall score 7.7% above industry norms. In particular, the ad took the highest marks in Ace’s “watchability” and “relevance” categories at 5.3% and 8% above industry norms, respectively. 

Lincoln’s “Full Moon” was the sole playoffs holdout in the top five, generating the most impressions from a range of primetime and morning news programs. The ad scored the highest on the list among Ace Metrix ratings in “attention” (9.2% above industry norms) and “likeability” (9.7% above industry norms).

Ram’s “Step Into a New Day” at third did double duty on leveraging sports programming, generating the most impressions from a combination of the NASCAR Cup Series and the NBA playoffs. Ace Metrix respondents gave the ad the best “brand match” score of the list, at 86% (meaning viewers remembered it was a Ram ad after watching it).

Nissan spent over half of its estimated $1.9 million national budget on the basketball playoff games, as well as NBA Countdown. Meanwhile, fifth-place Dodge mixed it up between the NASCAR Xfinity Series, the NBA playoffs and SportsCenter.

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Kia: Beachcomber 

Impressions: 245,392,615 

Interruption Rate: 2.65% 

Attention Index: 100 

Est. TV Spend: $4,354,123

Lincoln Motor Company: Full Moon 

Impressions: 196,397,244 

Interruption Rate: 2.89% 

Attention Index: 101 

Est. TV Spend: $1,647,399

Ram Trucks: Step Into a New Day

Impressions: 185,483,848 

Interruption Rate: 2.84% 

Attention Index: 87 

Est. TV Spend: $1,347,645

Nissan: Today Is Made for Thrill: Why Wait for Tomorrow?

Impressions: 163,238,252 

Interruption Rate: 1.76% 

Attention Index: 107 

Est. TV Spend: $1,934,162
 

Dodge: We Only Do Power 

Impressions: 157,373,435 

Interruption Rate: 2.31% 

Attention Index: 104 

Est. TV Spend: $866,484

Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands

*Ace Metrix auto industry norms data measured over the last 90 days.

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

Interruption Rate - The rate at which the audience present at the beginning of your ad disengages with it before it ends.

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.