Jeep, Audi Lead Latest Ranking of Most-Seen Auto TV AdsJeep, Audi Lead Latest Ranking of Most-Seen Auto TV Ads

With both the NFL Pro Bowl and the Grammy Awards telecast, Sunday was a key reach day for four of the top five most-seen automaker TV ads, according to iSpot’s analysis from Jan. 27 through Feb. 2. Jeep and Kia jumped on the NFL action, while Audi and Volkswagen activated around the Grammys.

Jeep’s Start Something New Sales Event promotion takes first place with 149.3 million national TV ad impressions. PGA Tour golf delivered the widest reach, accounting for 8.5% of the spot’s total impressions, followed by the Pro Bowl (6.4%). While CBS was the top network (15.7% of total impressions), cable news was another focus: Fox News generated 12.6% of total impressions and another 6.1% came from CNN. Per iSpot’s Creative Assessment, the commercial inspired notable positive purchase intent, with 48% of survey respondents saying they were “more” or “much more” likely to purchase after viewing the ad.

Audi’s No.2 spot urges viewers to “embrace the thrill of the drive” with the fully electric Q6 e-tron. It received 130.8 million national TV ad impressions, 8.3% of which came from the 67th Annual Grammy Awards. Additional reach came from Today (5.7%), Chicago P.D. (4.2%) and The Big Bang Theory (4.1%). On the network side of things, NBC led with 15.8% of total impressions, while CBS and CNN were neck and neck – 13.8% and 13.6%, respectively. 

The third-place commercial from Kia had 123.9 million national TV ad impressions, 54% of which came from primetime airings. Across all dayparts, the NFL Pro Bowl generated 4.3% of total impressions, but wider reach came from other programming including House Hunters (5.7%), NBA games (5.1%) and America’s Funniest Home Videos (4.4%). 

In Hyundai’s fourth-place spot, a father tries out some new lingo on his less-than-amused daughters, with a voiceover stating “in the time it takes you to master the slang, you could’ve bought a Hyundai on Amazon.” Per iSpot’s Creative Assessment, 26% of surveyed viewers considered the characters to be the “single best thing” about the ad. The commercial ran up 113 million national TV ad impressions, and it was the only spot on the ranking that didn’t air during either the Pro Bowl or the Grammys telecast. Instead, Hyundai found reach via the NBA (11.4% of total impressions), NCIS: Origins (6.8%) and NBC Nightly News With Lester Holt (5.4%). 

Volkswagen rounds out the ranking with a spot for the ID. Buzz that had 96 million national TV ad impressions. Late-night programming provided the most reach: The Late Show With Stephen Colbert generated 13.6% of total impressions – more than the Grammys telecast (12%) – while Jimmy Kimmel Live delivered 7.7% and Saturday Night Live accounted for 4% of its reach. 

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1. Jeep: Open Your Eyes 

Impressions: 149,288,530          

Interruption Rate: 3.18%

Attention Index: 118

Est. National TV Ad Spend: $1,340,580

2. Audi: The Road Is Calling

Impressions: 130,752,658

Interruption Rate: 3.89%

Attention Index: 109

Est. National TV Ad Spend: $1,955,074

3. Kia: Elevated By the Dark

Impressions: 123,896,784         

Interruption Rate: 2.93%

Attention Index: 117

Est. National TV Ad Spend: $1,572,837

4. Hyundai: Internet Dad

Impressions: 112,994,834          

Interruption Rate: 2.45%

Attention Index: 121

Est. National TV Ad Spend: $901,695

5. Volkswagen: A Life Half-Full

Impressions: 95,965,417  

Interruption Rate: 2.69%

Attention Index: 117

Est. National TV Ad Spend: $1,497,279

Data provided by iSpot, The New Standard for TV Ad Measurement.

Chart positions and other data may be updated in iSpot’s database as additional airings information becomes available. 

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.