Ram Trucks, Jeep Celebrate Summer, Sales With New TV Spots

Ram Trucks and Jeep celebrated seasonal sales with their respective “Make The Most” campaigns, which lead iSpot.tv’s ranking of the most-seen automotive ads for the week of June 17-23. Each ad focused on fun summer activities and savings while scoring near the average for likeability over the past 90 days, according to iSpot’s Creative Assessment.

Importantly, they both returned brand match (the percentage of survey respondents who remembered the brand behind a given ad after watching it) above the automaker norm. Ram’s “Make The Most” ad had 9% higher brand match than the norm, while Jeep’s “Make The Most” spot was 4% higher. The product itself was also the “single best thing” about each of the ads, according to survey respondents.

“Trinit-E,” a Mercedes-Benz ad for its E-Class vehicle, was the most likable of the week’s most-seen auto ads. Survey respondents rated the spot 9% higher than the industry norm for likability, 7% higher for attention and 6% higher for watchability. The ad was seen as “upscale” and “cinematic,” while also registering brand match 5% above the norm.

Speaking of upscale ads, audiences also saw Inifiniti’s “Once Upon A Time” as “upscale”  while also finding it “cinematic” and “soothing.” Infiniti emphasized primetime for the QX80-focused ad, with nearly 31% of household TV ad impressions coming during that daypart from June 17-23. Entertainment content was the big focus for impressions, accounting for over 58% of reach delivered during the week.

Genesis found favor with consumers by using bright visuals in its “Illuminated” , spot for the GV80. Those visual scenes were considered the “single best thing” by 26% of those surveyed, and the ad also registered as both “upscale” and “cinematic.” “Illuminated” tallied likability 4% above the automaker norm and watchability 3% higher.

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1. Ram Trucks: Make The Most

Impressions: 293,548,991

Interruption Rate: 3.45%

Attention Index: 92

Est. National TV Spend: $1,297,522

2. Jeep: Make The Most

Impressions: 252,421,509

Interruption Rate: 3.20%

Attention Index: 94

Est. National TV Spend: $1,315,412

3. Infiniti: Once Upon a Time

Impressions: 234,540,766

Interruption Rate: 3.12%

Attention Index: 99

Est. TV Spend: $1,470,437

4. Genesis: Illuminated 

Impressions: 219,207,693

Interruption Rate: 3.12%

Attention Index: 99

Est. TV Spend: $1,176,745

5. Mercedes-Benz: Trinit-E

Impressions: 205,427,027

Interruption Rate: 3.46%

Attention Index: 96

Est. TV Spend: $1,308,517

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.