Kia No.1 in Latest Ranking of Most-Seen Auto TV Ads
A spot for Kia’s ’23 Sportage Hybrid received 218 million national TV ad impressions, per iSpot.tv.
November 10, 2023
Kia’s commercial for the ’23 Sportage Hybrid ascends from fourth to first place week-over-week with nearly 218 million national TV ad impressions as tabulated by iSpot.tv.
Sports delivered top impressions counts, led by NFL games (17.3 million impressions), college football (10.5 million) and NBA (8.8 million), while the top networks were CBS (34 million), ABC (27.6 million) and HGTV (15.2 million).
Second place goes to Hyundai’s Getaway Sales Event promotion, which ran up 187.5 million national TV ad impressions, 75% of which came from primetime ad airings. NBC was a huge driver of impressions, accounting for nearly 60% of the spot’s total, most of which (101 million) were generated by NFL games on the network.
Honda’s “Keep Dreaming” slips from second to third place week-over-week with 150.4 million national TV ad impressions. A third of those impressions came from CBS (50.3 million), with Fox close behind (46.3 million) and NBC (20.2 million) a distant third. Football continues to be a generator of impressions, with NFL games delivering over 84 million and college football another 31.6 million.
Football was also the name of the impressions game with GMC’s fourth-place spot declaring that the Sierra is “THE truck.” NFL games racked up 40% of the spot’s 127.6 million national TV ad impressions, while college football accounted for another 30%. Fox (78.8 million impressions) and CBS (28.5 million) blew other networks out of the water. Per iSpot’s Creative Assessment, this ad had an 85% brand match (the percentage of survey respondents who remembered it was a GMC ad after watching it), above the recent automaker industry norm of 78%.
Rounding out the ranking with 101.7 million national TV ad impressions is Subaru’s “Push Your Limits,” which features an intrepid couple enjoying extreme outdoor sports. According to iSpot’s Creative Assessment, 34% of surveyed viewers considered the visual scenes to be the single best thing about the ad. While the other spots on the chart rely heavily on broadcast networks and sports for impressions, this ad takes a different approach: Hallmark was the top impressions-driving network (13.1 million), followed by Animal Planet (8.3 million) and TLC (7.2 million). Top programming by impressions included Law & Order: Special Victims Unit (6.2 million impressions), Yellowstone (3.2 million) and 90 Day: The Last Resort (2.7 million).
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Impressions: 217,996,910
Interruption Rate: 2.81%
Attention Index: 114
Est. TV Spend: $2,946,741
2. Hyundai: Get In and Get Away: Vail
Impressions: 187,482,046
Interruption Rate: 2.69%
Attention Index: 101
Est. TV Spend: $5,741,093
Impressions: 150,416,024
Interruption Rate: 2.02%
Attention Index: 128
Est. TV Spend: $5,561,231
Impressions: 127,563,125
Interruption Rate: 2.70%
Attention Index: 107
Est. TV Spend: $4,184,910
Impressions: 101,676,587
Interruption Rate: 2.89%
Attention Index: 104
Est. TV Spend: $904,355
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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