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2024’s Most-Seen Auto TV Ads, Via iSpot.tv
The most-seen auto TV ads of 2024, as measured by iSpot.tv.
Wards Staff
December 30, 2024
8 Min Read
Major League Baseball generated most viewer impressions for year's No.1 Hyundai ad.
Based on data from Jan. 1 through Dec. 15, 2024. Chart positions and other data may be updated in iSpot’s database as additional airings information becomes available.
Topline insights:
Combined, the 10 most-seen auto TV ads of 2024 accounted for over 8% of the industry’s total TV ad impressions for the year.
Hyundai owns two of the 10 most-seen auto ads of 2024 (No.1 and No.10), both promoting its Getaway Sales Event. These spots had shorter airing windows than the others on the ranking but achieved wide reach via a focus on sports, particularly Major League Baseball.
Sports and related programming were key drivers of reach for eight of the 10 ads. Dodge (No.5) and Subaru (No.7) were the outliers, putting a focus on news programming (including morning shows) instead.
Primetime was the top daypart by reach for all 10 ads, especially for the No.3 Genesis ad (primetime impressions SOV of 56.8%) and the No.6 Kia spot (primetime impressions SOV of 63.8%).
Cable networks led for impressions for the ads from Dodge (MSNBC, HLN, Fox News) and Lexus (ESPN, ESPN2, Food Network), while the other eight spots had broadcast networks leading for reach.
Per iSpot’s Creative Assessment, the No.5 ad from Dodge successfully harnessed humor and a fun storytelling approach to stand out from a creative perspective. It performed above the automotive average for attention, likeability, watchability, information, desire and relevance, with a Persuasion score 16% higher than the 2024 auto norm. Additionally, the spot inspired notable positive purchase intent, with 58% of respondents saying they were “more” or “much more” likely to purchase after viewing the ad.
1. Hyundai: Summer: Add More Joy
Impressions SOV: 1.07%
Total household impressions: 2.86 billion
Number of airings: 7,084
Top three networks by impressions SOV: ABC (15.41%), CW (10.73%), Fox (10.53%)
Top three programs by impressions SOV: MLB (14.56%), Family Feud (5.20%), Modern Family (2.93%)
iSpot Creative Assessment insights:
The spot inspired notable positive purchase intent, with 43% of respondents saying they were “more” or “much more” likely to purchase after viewing the ad.
16% of survey respondents said the deal or offer was the single best thing about the ad.
83% brand match (The percentage of survey respondents who remembered it was a Hyundai ad after watching it, above the auto 2024 norm of 77%).
Impressions SOV: 1.07%
Total household impressions: 2.84 billion
Number of airings: 3,449
Top three networks by impressions SOV: Fox (39.09%), CBS (28.72%), TBS (5.44%)
Top three programs by impressions SOV: Men’s college basketball (38.01%), NFL (20.51%), Fox NFL Sunday (7.90%)
iSpot Creative Assessment insights:
The spot inspired notable positive purchase intent, with 46% of respondents saying they were “more” or “much more” likely to purchase after viewing the ad.
82% brand match (The percentage of survey respondents who remembered it was a GMC ad after watching it, above the auto 2024 norm of 77%).
Impressions SOV: 0.89%
Total household impressions: 2.38 billion
Number of airings: 6,710
Top three networks by impressions SOV: CBS (13.57%), NBC (12.37%), ABC (10.66%)
Top three programs by impressions SOV: PGA Tour Golf (4.85%), MLB (4.28%), college football (4.00%)
iSpot Creative Assessment insights:
The spot inspired notable positive purchase intent, with 52% of respondents saying they were “more” or “much more” likely to purchase after viewing the ad.
36% of survey respondents said the visual scenes were the single best thing about the ad.
Impressions SOV: 0.83%
Total household impressions: 2.22 billion
Number of airings: 13,144
Top three networks by impressions SOV: NBC (10.97%), CBS (9.34%), MSNBC (5.39%)
Top three programs by impressions SOV: 2024 Open Championship (3.16%), Forensic Files (2.89%), Today (2.69%)
iSpot Creative Assessment insights:
The spot inspired notable positive purchase intent, with 42% of respondents saying they were “more” or “much more” likely to purchase after viewing the ad.
11% of survey respondents said the deal or offer was the single best thing about the ad.
83% brand match (The percentage of survey respondents who remembered it was a Jeep ad after watching it, above the auto 2024 norm of 77%).
Scored above automotive norms for information and desire.
5. Dodge: Inner Child Intervention
Impressions SOV: 0.82%
Total household impressions: 2.17 billion
Number of airings: 20,901
Top three networks by impressions SOV: MSNBC (10.22%), HLN (7.62%), Fox News (6.70%)
Top three programs by impressions SOV: Forensic Files (7.34%), CBS Mornings (2.94%), Two and a Half Men (1.92%)
iSpot Creative Assessment insights:
The spot inspired notable positive purchase intent, with 58% of respondents saying they were “more” or “much more” likely to purchase after viewing the ad.
Scored above auto norms for components including attention, likability, watchability, information, change, desire and relevance.
Persuasion score 16% higher than the 2024 auto norm.
11% of survey respondents said the characters were the single best thing about the ad.
6. Kia: Built for the Unstoppable
Impressions SOV: 0.71%
Total household impressions: 1.89 billion
Number of airings: 4,788
Top three networks by impressions SOV: ABC (14.05%), CBS (8.42%), NBC (8.35%)
Top three programs by impressions SOV: NBA (12.27%), America’s Got Talent (1.89%), Special Report With Bret Baier (1.85%)
iSpot Creative Assessment insights:
The spot inspired notable positive purchase intent, with 44% of respondents saying they were “more” or “much more” likely to purchase after viewing the ad.
28% of survey respondents said the product itself was the single best thing about the ad.
90% brand match (The percentage of survey respondents who remembered it was a Kia ad after watching it, above the auto 2024 norm of 77%).
Impressions SOV: 0.69%
Total household impressions: 1.84 billion
Number of airings: 8,626
Top three networks by impressions SOV: NBC (11.00%), ABC (10.46%), CBS (8.93%)
Top three programs by impressions SOV: Today (4.52%), Good Morning America (4.32%), Law & Order: Special Victims Unit (4.19%)
iSpot Creative Assessment insights:
The spot inspired notable positive purchase intent, with 46% of respondents saying they were “more” or “much more” likely to purchase after viewing the ad.
23% of survey respondents said the message was the single best thing about the ad.
89% brand match (The percentage of survey respondents who remembered it was a Subaru ad after watching it, above the auto 2024 norm of 77%).
Scored above auto norms for attention, information, change, relevance.
Impressions SOV: 0.69%
Total household impressions: 1.84 billion
Number of airings: 7,805
Top three networks by impressions SOV: NBC (13.50%), HGTV (8.37%), CBS (6.44%)
Top three programs by impressions SOV: Today (4.66%), NFL (3.35%), PGA Tour Golf (3.00%)
iSpot Creative Assessment insights:
The spot inspired notable positive purchase intent, with 49% of respondents saying they were “more” or “much more” likely to purchase after viewing the ad.
31% of survey respondents said the visual scenes were the single best thing about the ad, 29% said product itself.
Impressions SOV: 0.64%
Total household impressions: 1.69 billion
Number of airings: 9,742
Top three networks by impressions SOV: ESPN (19.33%), ESPN2 (7.56%), Food Network (6.43%)
Top three programs by impressions SOV: SportsCenter (4.53%), college football (4.20%), MLB (3.74%)
iSpot Creative Assessment insights:
The spot inspired notable positive purchase intent, with 49% of respondents saying they were “more” or “much more” likely to purchase after viewing the ad.
30% of survey respondents said the product itself was the single best thing about the ad.
79% brand match (The percentage of survey respondents who remembered it was a Lexus ad after watching it, above the auto 2024 norm of 77%).
Impressions SOV: 0.62%
Total household impressions: 1.64 billion
Number of airings: 6,318
Top three networks by impressions SOV: ABC (15.20%), NBC (8.67%), CW (8.48%)
Top three programs by impressions SOV: NBA (15.17%), MLB (6.08%), Family Feud (5.10%)
iSpot Creative Assessment insights:
86% brand match (The percentage of survey respondents who remembered it was a Hyundai ad after watching it, above the auto 2024 norm of 77%).
12% of survey respondents said the deal or offer was the single best thing about the ad.
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