May 6, 2022
Ram’s “Step Into a New Day” steps into the top spot on iSpot.tv’s weekly ranking of the most-viewed automotive commercials – the ads collecting the highest number of impressions across national broadcast and cable TV airings.
The Ram ad had the highest estimated national spend for the week of April 25. Stellantis’ light-truck brand opted to cast a wide net across various programs, with more than 1,400 airings – the most of any ad on the list.
According to iSpot’s Ace Metrix survey data, “Step Into a New Day” had the highest brand recognition score at 86% (the percentage of viewers who remembered it was a Ram ad after watching it).
Second-placed Lexus took the sports angle, using the NBA playoffs and SportsCenter to deliver impressions for “Drumroll, Please.” According to Ace Metrix survey results, the ad’s visuals and the product itself tied as the “single best thing” about the ad.
Lincoln and Cadillac, in third and fourth, leaned heavily on news programming for impressions. Of the two, Ace Metrix respondents gave Cadillac’s “Fortune Favors the Fearless” spot the edge in both the “change” and “information” categories, both of which scored above industry norms by more than 10%.
Jeep was the only automaker on the list to target the 2022 NFL Draft in any meaningful way. Its ad, “Celebration Event: Made for What You Are Made Of,” topped the rankings among Ace Metrix survey respondents, with an overall score 11.8% above industry norms, led by a “relevance” score 12.7% higher than industry norms.
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Ram Trucks: Truck Month: Step Into a New Day
Impressions: 238,785,918
Interruption Rate: 2.77%
Attention Index: 88
Est. TV Spend: $2,700,580
Impressions: 186,678,682
Interruption Rate: 1.97%
Attention Index: 100
Est. TV Spend: $2,125,024
Lincoln Motor Company: Full Moon
Impressions: 173,519,657
Interruption Rate: 2.61%
Attention Index: 103
Est. TV Spend: $1,180,116
Cadillac: Fortune Favors the Fearless
Impressions: 165,600,113
Interruption Rate: 2.69%
Attention Index: 98
Est. TV Spend: $1,144,425
Jeep: Celebration Event: Made for What You Are Made Of
Impressions: 159,924,306
Interruption Rate: 2.59%
Attention Index: 98
Est. TV Spend: $1,693,556
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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