Infiniti Holds High Note Atop Most-Seen Auto Ads List

For the fourth time in five weeks, Infiniti’s “Band Recital” tops iSpot.tv’s ranking of the most-viewed automotive commercials – the ads generating the highest number of impressions across national broadcast and cable TV airings.

Infiniti’s first-place showing for the week of April 11 was driven largely by news programming. Jesse Watters Primetime, The Rachel Maddow Show and Special Report With Bret Baier were the top three shows delivering Infiniti’s ad impressions, in that order, while Fox News and MSNBC were the top networks. 

Fourth-place “Full Moon” for the Lincoln Navigator took a similar tack, with Fox & Friends, Special Report With Bret Baier and Jesse Watters Primetime doing the heavy lifting, and Fox News also the top network. According to iSpot’s Ace Metrix survey data, the ad scored well in both the “attention” and “likeability” categories, with results 9.2% and 10% above industry norms, respectively.

Third-place Kia and fifth-place Dodge turned instead to NBA basketball, which delivered the most impressions for the “Beachcomber” and “We Only Do Power” ads, respectively. “Beachcomber” proved a standout among Ace Metrix respondents, with an overall score 8% above industry norms. The ad’s visual scenes were named the “single best thing” about the ad. 

Ram Trucks, meanwhile, turned to the NASCAR Cup Series to help it reach the No.2 spot. Although the highest estimated national spend for Ram’s “Step Into a New Day” was directed at NBA basketball, the games didn’t break into the top five in terms of impressions delivery. Notably, the ad had the highest Ace Metrix brand recognition score (meaning viewers remembered it was a Ram ad after watching it) among the top five. 

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Infiniti: Band Recital

Impressions: 243,295,011 

Interruption Rate: 2.58% 

Attention Index: 100 

Est. TV Spend: $1,614,312

Ram Trucks: Step Into a New Day

Impressions: 206,022,793 

Interruption Rate: 2.85% 

Attention Index: 92 

Est. TV Spend: $1,723,795

Kia: Beachcomber

Impressions: 187,311,179 

Interruption Rate: 2.84% 

Attention Index: 98 

Est. TV Spend: $2,873,117

Dodge: We Only Do Power

Impressions: 171,386,019 

Interruption Rate: 2.39% 

Attention Index: 102 

Est. TV Spend: $1,199,356

Lincoln Motor Company: Full Moon

Impressions: 163,280,847 

Interruption Rate: 2.58% 

Attention Index: 104 

Est. TV Spend: $1,437,385

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.