Chevy’s Most-Seen Auto Ad Says ‘Adventure Is Everywhere’
With the NFL season over and the world waiting for the Super Bowl, the auto industry saw notable decreases in estimated TV ad spend and impressions, but these five most-seen spots have been in and out of the ranking for weeks.
February 10, 2023
A commercial for assorted Chevrolet Silverado models takes first place in iSpot.tv’s ranking of the most-seen automotive ads for Jan. 30 through Feb. 5. The spot, which has led the chart multiple times since debuting in early December, generated 178.9 million TV ad impressions, a 28.3% decrease from the week before.
Previously, NFL games delivered top impression counts, but with the playoffs over, it was news programming that topped the list, led by CBS Mornings (6.6 million impressions). According to iSpot’s Creative Assessment, the spot had 90% brand recognition (the percentage of survey respondents who remembered it was a Chevrolet ad after watching it) – above the automaker industry norm of 81%.
Honda’s “Act of Determination” slips to second place from first last time, racking up 169.7 million TV ad impressions. Sports-related programming was a large source of viewership, with NBA basketball games and SportsCenter both generating slightly under 8 million impressions each.
A spot for the Kia ’23 Sportage X-Pro continues to march up the ranking, moving from fifth to third over the past few weeks. iSpot’s Creative Assessment survey data shows the ad scored above the auto industry norm for Attention and Likability, with 16% of respondents saying its environmentally friendly message was the single best thing.
Lexus owns the final two spots on the ranking, both with similar impression counts, estimated TV spend and number of ad airings. Per iSpot’s Creative Assessment, its fourth-place ad “Characters” had the highest persuasion score on the list – 11.6% above industry norms. At No.5: “Not Just For You, By You,” promoting the ES model. The top three programs by impressions for both of the Lexus spots were college basketball, Law & Order: Special Victims Unit and Diners, Drive-Ins and Dives.
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1. Chevrolet: Adventure Is Everywhere
Impressions: 178,948,239
Interruption Rate: 3.26%
Attention Index: 95
Est. TV Spend: $1,111,139
2. Honda: Act of Determination
Impressions: 169,704,771
Interruption Rate: 2.81%
Attention Index: 95
Est. TV Spend: $1,429,265
Impressions: 146,881,141
Interruption Rate: 3.49%
Attention Index: 95
Est. TV Spend: $1,442,975
Impressions: 144,576,656
Interruption Rate: 1.51%
Attention Index: 106
Est. TV Spend: $586,372
5. Lexus: Not Just For You, By You
Impressions: 137,729,409
Interruption Rate: 1.62%
Attention Index: 99
Est. TV Spend: $560,842
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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