Christmas Spirit Takes Over Auto Advertising Themes

Lincoln’s “Unexpected” remains the most-watched automotive TV commercial, according to iSpot.tv, the always-on TV ad measurement and attribution company.

iSpot ranks ads that have generated the highest number of impressions across national broadcast and cable TV airings. Also during the week of Dec. 6-12, Ram debuted a new ad on the list, and Jeep rejoins with an old favorite. 

Ram’s newcomer “Get Rewarded” sticks with the holiday theme, suggesting that if you’re on Santa’s “nice” list this year you might get “rewarded” with a new Ram truck. The ad places second in views and estimated national spend, at $2.9 million (80% of which was focused on NFL football). 

According to iSpot’s Ace Metrix survey data, viewers received the new spot well, ranking 2.8% above the industry norm for likeability and 1.5% for watchability. 

Jeep’s “American Flag” returns to the list, backed by the highest estimated national ad spend of the group, with $4.1 million. iSpot estimates over $3 million of that was targeted at NFL football, which generated 30% of Jeep’s total impressions for the week. 

The patriotic theme of “American Flag” proved a hit with viewers, with an Ace Metrix likeability rating 5.6% higher than the industry norm and 4% higher for watchability. The ad’s message was named the “single best thing” about the ad by 20% of respondents (compared to an industry norm of 9%). 

But in terms of the fan-favorite automotive advertiser this week, Subaru retains the title with two ads that remain on the list from last week — “The Largest Impact” and “Give Back Anthem.” The two versions of the same philanthropy theme received the highest overall Ace Metrix viewer scores, a combined 12% higher than any other ads on the list.

“This ad shows how Subaru gives back to charities,” said one survey respondent. “It’s a good company to work for or purchase from that has a good heart.”

Notably, neither Subaru ad was targeted at football programming, with an estimated national spend of less than $2 million each, focusing instead on broadcast TV fare like “FBI” and “The Tonight Show Starring Jimmy Fallon.”

Click on the video links below in blue.

Lincoln Motor Company: Unexpected

Impressions: 279,172,018 

Interruption Rate: 2.91% 

Attention Index: 91 

Est. TV Spend: $2,291,685

Ram Trucks: Big Finish 2021: Get Rewarded

Impressions: 183,389,979 

Interruption Rate: 2.22% 

Attention Index: 88 

Est. TV Spend: $2,987,570

Jeep: American Flag

Impressions: 172,183,941 

Interruption Rate: 2.25% 

Attention Index: 94 

Est. TV Spend: $4,173,590

Subaru: Share the Love Event: The Largest Impact

Impressions: 172,046,698 

Interruption Rate: 2.91% 

Attention Index: 88 

Est. TV Spend: $1,890,810

Subaru: Give Back Anthem

Impressions: 171,138,228 

Interruption Rate: 2.53% 

Attention Index: 97 

Est. TV Spend: $1,879,099

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.