Mercedes-Benz Emphasizes Electric in Most-Seen Auto Ad

With nearly 266 million national TV ad impressions, a Mercedes-Benz commercial leads iSpot.tv’s ranking of most-seen auto ads for June 19-25. 

Vibrant visuals help promote the automaker’s assortment of electric vehicles and make for an eye-catching ad: According to iSpot’s Creative Assessment, a third of surveyed viewers considered the visual scenes to be the single best thing about the spot. 

News programming delivered over 20% of the commercial’s impressions, led by The Five (17.3 million TV ad impressions) and Jesse Watters Primetime (13.4 million). Fox News was the top impression-driving network with 71.2 million impressions, with HGTV a distant second (28.5 million). 

Once again Dodge takes second place with an ad for the Hornet that received 247.8 million TV ad impressions, a 14.5% week-over-week increase. CBS was the top network for both impressions (24.1 million) and estimated TV ad spend ($186,300), while top programs by impressions included the Barrett-Jackson Live Auction (9.9 million), CBS Mornings (6.9 million) and MLB games (6.8 million). Notably, this Dodge ad was the most-seen spot that aired during the Barrett-Jackson auction across all industries.

The third- and fifth-place spots belong to Chevrolet. At No.3 with 225.7 million TV ad impressions is “Stay Connected, Safe and Charged” highlighting the various features of the ’24 Trax. Cable networks delivered top TV ad impression counts, led by Game Show (23.4 million), HLN (14 million) and History Channel (12.9 million). 

Chevy’s No.5 spot, “Build,” ran up 181.1 million TV ad impressions. Fox News generated 31.5 million TV ad impressions, more than twice that of the second-place network by impressions, ABC (13.6 million). However, on the program side of things, it was ABC’s Good Morning America that led for impressions (9.7 million). iSpot’s Creative Assessment survey data shows this ad had an 87% brand match (the percentage of survey respondents who remembered it was a Chevrolet ad after watching it), above the recent automaker industry norm of 75%. 

With 198 million TV ad impressions, Alfa Romeo’s “Our Heritage” slips from first to fourth place week-over-week. Similar to the other spots, news played a large part in driving TV ad impressions: CNN (22.4 million impressions) and MSNBC (16.3 million) led the list of networks, while The Lead With Jake Tapper was the top impression-driving program (10.2 million). 

(Click on blue links for videos) 

1. Mercedes-Benz: The Vehicles Are All Electric

Impressions: 265,956,197

Interruption Rate: 3.46%

Attention Index: 90

Est. TV Spend: $1,796,751

2. Dodge: Swarming the Nation

Impressions: 247,811,095

Interruption Rate: 2.43%

Attention Index: 92

Est. TV Spend: $1,180,562

3. Chevrolet: Stay Connected, Safe and Charged

Impressions: 225,652,487

Interruption Rate: 2.82%

Attention Index: 93

Est. TV Spend: $1,510,036

4. Alfa Romeo: Our Heritage 

Impressions: 198,024,989

Interruption Rate: 3.45%

Attention Index: 88

Est. TV Spend: $1,209,619

5. Chevrolet: Build 

Impressions: 181,099,285

Interruption Rate: 2.80%

Attention Index: 93

Est. TV Spend: $1,097,389

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.