Among Most-Seen Auto TV Ads, Dodge Stands Out for Purchase Intent
After watching ‘Inner Child Intervention,’ 27% of iSpot Creative Assessment survey respondents said the ad made them much more likely to purchase.
June 21, 2024
Dodge’s “Inner Child Intervention” may be last on iSpot.tv’s ranking of most-seen auto ads for June 10-16, but there’s no question that viewers are finding it compelling. The humorous spot outperformed the automotive norm across multiple components measured by iSpot’s Creative Assessment, including likeability and attention – but most notable is the high purchase intent expressed by viewers: a combined 58% of survey respondents said they were “more” (31%) or “much more” (27%) likely to buy after watching the spot.
Two other ads on the chart, the No.2 spot from Genesis and Subaru’s third-place finisher, stand out from a creative perspective. “Illumination” features a nighttime cruise in the 2025 Genesis GV80 that lights up the street, while Subaru encourages you to “Push Your Limits” in its adventure-packed ad. The eye-catching commercials resonated with audiences, with the visual scenes cited as the “single best thing” about both ads by over a third of iSpot survey respondents.
Looking purely at reach, Infiniti takes first place on the ranking with a recently debuted spot for the 2025 QX80 that received 203.1 million national TV ad impressions, 15% of which came from airings during the U.S. Open. The second-place Genesis ad also harnessed the golf championship, but it was the NBA Finals that garnered the most impressions for it (21 million vs 14.1 million).
Meanwhile, Ram Trucks focused on cable news networks: CNN and Fox News each delivered 11.8 million impressions for “The Calling,” while MSNBC generated 8.4 million. Special Report With Bret Baier was the No.1 program by impressions (4.2 million). Dodge had a similar strategy, with Fox News running up 16.7 million impressions for “Inner Child Intervention,” followed by MSNBC (13 million); CNN provided 4.6 million impressions, behind HLN (9.3 million) and Paramount Network (8.5 million).
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Impressions: 203,067,311
Interruption Rate: 2.81%
Attention Index: 100
Est. TV Spend: $2,349,991
Impressions: 162,393,809
Interruption Rate: 2.17%
Attention Index: 101
Est. TV Spend: $1,859,407
Impressions: 120,263,839
Interruption Rate: 2.10%
Attention Index: 83
Est. TV Spend: $475,327
Impressions: 121,597,353
Interruption Rate: 3.24%
Attention Index: 91
Est. TV Spend: $740,382
5. Dodge: Inner Child Intervention
Impressions: 117,969,520
Interruption Rate: 2.85%
Attention Index: 86
Est. TV Spend: $480,554
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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