Chevy ‘Works’ for Most-Seen Auto Ad, With Eye to ‘Future’
Chevy had two of the most-seen ads during a low-spending week, according to iSpot.tv.
July 1, 2022
Automakers dialed down their TV ad budgets during the week of June 20, with few tentpole events to target. The combined estimated national ad spend for iSpot.tv’s five most-seen ads of the week totaled less than $5 million, with three of the ads backed by less than $1 million each.
Retaking the top position was Chevrolet, with its “Work Remote” spot again trading places with Cadillac to lead the pack. Chevy spread its bets widely, with programming including news (Dateline, Fox & Friends, The Five), sports (MLB baseball) and network dramas (Law & Order: SVU).
Chevy took the No. 4 position as well, with “The Future Is Right In Front Of You.” That ad leveraged special sports events such as the NHL Stanley Cup Finals and the PGA Golf Tour to deliver the impressions.
Between the two, Ace Metrix survey data ranks “The Future” as the favorite among respondents. The ad boasts an overall Persuasion Score 10.1% above industry norms. However, “Work Remote” retained the highest Brand Match score of 90% (the percentage of viewers who remembered it was a Chevy ad after viewing it).
Cadillac, meanwhile, continued to air its Lyriq TV spot, with the Stanley Cup Finals delivering over 34 million of its 204 million impressions. Notably, the ad had the best Ace Metrix Product Match score (the percentage of viewers who remembered it was about the Lyriq model after viewing it).
Dodge’s “We Only Do Power” also remained a mainstay on the list at No.3.
Acura made its debut on the list with “Magic.” The ad was featured primarily on reality shows including Southern Charm, Below Deck, Expedition Unknown and Real Housewives of Atlanta.
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Impressions: 207,856,541
Interruption Rate: 2.74%
Attention Index: 93
Est. TV Spend: $1,197,738
Impressions: 204,043,273
Interruption Rate: 2.72%
Attention Index: 93
Est. TV Spend: $1,257,403
Impressions: 159,654,138
Interruption Rate: 2.11%
Attention Index: 96
Est. TV Spend: $836,398
Chevrolet: The Future is Right in Front of You
Impressions: 141,334,567
Interruption Rate: 2.58%
Attention Index: 93
Est. TV Spend: $790,261
Impressions: 136,090,199
Interruption Rate: 1.80%
Attention Index: 82
Est. TV Spend: $620,344
Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands
*Ace Metrix auto industry norms data measured over the last 90 days.
TV Impressions - Total TV ad impressions delivered for the brand or spot.
Interruption Rate - The rate at which the audience present at the beginning of your ad disengages with it before it ends.
Attention Index - A comparison of your ad’s Interruption Rate against your specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means your ad is performing as expected.
Est. National TV Spend - Amount spent on TV airings for the brand’s spots.
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