Lexus Owns Last Week’s Most-Seen Auto TV Ad

Lexus leaps into iSpot.tv’s ranking of most-seen auto ads with a commercial that received 341.7 million national TV ad impressions from Sept. 11-17. The spot highlights the RX plug-in hybrid model’s ability to use “electric for short trips, gas for long.” ESPN’s 74.3 million impressions accounted for nearly 22% of the ad’s total impressions; other top networks included Bravo (27.3 million) and Food Network (25.1 million). College football (58.9 million impressions) generated over five times more impressions for the ad than the No.2 program (First Take, 10.6 million).

Ram Trucks’ “Life” moves from fourth to second place with 277.6 million national TV ad impressions, a 36% week-over-week increase. Although college football games generated the most impressions (18.6 million), morning news shows — CBS Mornings (12.5 million) and Today (8.1 million) — also had top impression counts.

With 222.6 million national TV ad impressions, a Subaru Crosstrek Wilderness spot slips from first to third place week-over-week. Prime-time ad airings accounted for over a third of the commercial’s total impressions, with top programs in the daypart including America’s Got Talent, The Last Word With Lawrence O’Donnell and Yellowstone. According to iSpot’s Creative Assessment, 34% of surveyed viewers considered the visual scenes to be the single best thing about this ad. 

Nissan’s high-octane “All In” spot lands at No.4 with 191.1 million national TV ad impressions. NFL and college football games delivered over 19 million impressions each, miles ahead of the No.3 program, Law & Order: Special Victims Unit (5 million). Top impressions-generating networks included ABC (29.7 million), ESPN (15 million) and ION (13.3 million). 

Fifth place goes to a Chevrolet commercial for the ’24 Trax, featuring music by The Cranberries. The spot, which highlights how the model has “all the tech and all the room — for all of life’s firsts,” had 186.3 million national TV ad impressions. Top programs by impressions included NFL games (24.5 million), Law & Order: Special Victims Unit (21.6 million) and Chicago Fire (7.7 million). 

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1. Lexus: Paradox 

Impressions: 341,652,288

Interruption Rate: 2.85%

Attention Index: 96

Est. TV Spend: $2,348,084

2. Ram Trucks: Life 

Impressions: 277,640,176

Interruption Rate: 3.75%

Attention Index: 90

Est. TV Spend: $1,857,627

3. Subaru: Push Your Limits 

Impressions: 222,644,037

Interruption Rate: 3.82%

Attention Index: 95

Est. TV Spend: $1,769,833

4. Nissan: All In 

Impressions: 191,132,194

Interruption Rate: 2.89%

Attention Index: 94

Est. TV Spend: $2,163,649

5. Chevrolet: For All of Life’s Firsts 

Impressions: 186,264,838

Interruption Rate: 2.83%

Attention Index: 94

Est. TV Spend: $2,253,121

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.