Infiniti Leads iSpot’s Latest Ranking of Most-Seen Auto TV Ads

With 197.9 million national TV ad impressions, Infiniti’s “Once Upon a Time” takes first place on iSpot.tv’s ranking of the most-seen auto TV ads for June 24-30. NBC led for network impressions (32.9 million), with Today (across its four hours and various hosts) accounting for over 16% of the spot’s total impressions. Cable networks provided additional reach: Hallmark (13.7 million impressions), Nick@Nite (12.3 million), Bravo (11.5 million) and HGTV (11.2 million).

“Make the Most” summer sales event promotions from Ram Trucks and Jeep take second and third place, respectively. Each ad harnessed cable news for impression counts: MSNBC delivered 24.4 million impressions for the Ram Trucks ad and 16.6 million for Jeep’s, with Fox News generating over 13 million apiece. On the programming side, Special Report With Bret Baier was tops for the Ram Trucks spot (4.7 million impressions), while the Jeep commercial saw the most impressions from Forensic Files (6 million), followed by Morning Joe (4.4 million). While iSpot Creative Assessment survey respondents cited the product itself as the single best thing about both ads, each scored notably higher than the automotive norm for “deal or offer” as well. 

At No.4: “Trinit-E,” promoting the Mercedes-Benz E-Class fleet of gas, electric and hybrid models. Nearly 30% of its 147.2 million national TV ad impressions came from primetime airings. HGTV did the heavy lifting, accounting for nearly a third of impressions across all dayparts. Magnolia Network was No.2 (13.8 million), followed by AMC (10.8 million). According to iSpot’s Creative Assessment, this commercial had an overall Persuasion score 11% above industry norms.

Subaru rounds out the ranking with a spot for the Crosstrek Wilderness that scored above the automotive norm for attention, likability and watchability. “Push Your Limits” had 115.8 million national TV ad impressions, with top impression-generating networks including Discovery (10.5 million), TBS (8.4 million) and ION (7.7 million). Looking at programming, Law & Order: Special Victims Unit provided 5.2 million impressions, followed by The First 48 (3.6 million) and CBS News Sunday Morning (3.5 million). 

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1. Infiniti: Once Upon a Time

Impressions: 197,917,793 

Interruption Rate: 2.88%

Attention Index: 96

Est. TV Spend: $1,487,855

2. Ram Trucks: Make the Most 

Impressions: 191,339,235  

Interruption Rate: 3.44%

Attention Index: 94

Est. TV Spend: $942,502

3. Jeep: Make the Most

Impressions: 164,093,267 

Interruption Rate: 3.25%

Attention Index: 100

Est. TV Spend: $1,092,271

4. Mercedes-Benz: Trinit-E

Impressions: 147,172,055 

Interruption Rate: 3.42%

Attention Index: 98

Est. TV Spend: $1,056,218

5. Subaru: Push Your Limits

Impressions: 115,783,624 

Interruption Rate: 3.22%

Attention Index: 92

Est. TV Spend: $820,285

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.