Mitsubishi Makes Quick Work of Most-Seen Auto Ad
The No.1 ad for the week of Oct. 15, for the ’19 Mitsubishi Eclipse Cross, plays off the type of dramatic voiceover style used in classic movie trailers.
October 25, 2018
A 15-second Mitsubishi spot claims the top spot in iSpot.tv’s ranking of the most-viewed automotive commercials – the ads that have racked up the highest number of impressions across national broadcast and cable TV airings.
The No.1 ad for the week of Oct. 15, for the ’19 Mitsubishi Eclipse Cross, plays off the type of dramatic voiceover style used in classic movie trailers. A salesman uses his booming voice to narrate test drives with potential customers. The ad notes buyers can get up to $3,000 cash back or interest-free financing.
Lexus slips from first to second place with its commercial that highlights various features of the new ES, including the hybrid powertrain, hand-tuned audio system and advanced safety system, by asking a series of “why?” questions. After posing the ultimate query of “why bother mastering something?,” the answer comes: because “the difference between excellence and mastery is all the difference in the world.”
Chevrolet’s third-place commercial transports us to the Mojave Desert, where a series of trucks race across the sand. One by one they peel off, leaving just a single brand that the announcer says “comes from the family of the most-dependable, longest-lasting full-size pickups on the road”: Chevy.
In its No.4 spot, Land Rover urges viewers to “never stop discovering” with a series of uplifting images and affirmations such as “lose yourself, “push boundaries” and “go after the goosebumps.”
It’s back to the movies with the last commercial on the chart, a cinematic spot for the ’19 Audi A6 that easily could be mistaken for a trailer for a new action/thriller film. This ad has the best iSpot Attention Index (134) in the ranking, getting 34% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 8 million smart TVs.
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Impressions: 234,469,553
Attention Score: 82.87
Attention Index: 61
Est. TV Spend: $2,734,843
Impressions: 231,294,095
Attention Score: 83.87
Attention Index: 65
Est. TV Spend: $1,575,729
3. Chevrolet: Last Truck Standing
Impressions: 208,610,538
Attention Score: 74.94
Attention Index: 42
Est. TV Spend: $461,667
4. Land Rover: Never Stop Discovering
Impressions: 202,774,504
Attention Score: 91.51
Attention Index: 119
Est. TV Spend: $3,101,785
5. Audi: Night Watchman Part 2
Impressions: 201,156,494
Attention Score: 93.05
Attention Index: 134
Est. TV Spend: $4,501,505
Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads
TV Impressions - Total TV ad impressions delivered for the brand or spot.
Attention Score - Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.
Attention Index - Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.
Est. National TV Spend - Amount spent on TV airings for the brand’s spots.
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