Jeep Ad Gets Top Viewer Response for Third Straight Week

A Jeep ad notches its third straight week atop iSpot.tv’s ranking of the most-viewed automotive commercials – the ads that have generated the highest number of impressions across national broadcast and cable TV airings.

The No.1 ad for the week of July 19, Jeep’s “Wildly Civilized” spot, was rated 4.4% more watchable than the norm for auto brands in the past 90 days, and 6.3% more relevant,

according to Ace Metrix Creative Assessment survey data from iSpot.

Throughout July, nearly 14% of TV ad impressions for the commercial have come during reality TV shows.

Nissan retains second place with its “rugged” Pathfinder SUV-focused ad. The product itself is the single best thing about the spot, per 23% of Ace Metrix survey respondents. Says one viewer: “Makes me wanna take a much-needed road trip” – something many consumers probably can empathize with after being stuck at home for so long.

In third, Lincoln’s Nautilus commercial takes consumers to a “summer state of mind.” Ace Metrix data indicates the ad generated 8.3% more attention than the norm for automotive brands over the past 90 days, while being 9.1% more likeable as well. “Soothing” is the top emotion attributable to the spot, while survey respondents also consider it “cinematic.”

Lexus’s fourth-place ad emphasizes safety in a way that works for consumers; Ace Metrix data shows it’s 2.5% more watchable than the norm for auto brands in the past 90 days. On TV, the spot keys in on two distinct show genres: reality TV (20.5% of impressions) and comedy (14% of impressions). Three of the top four shows by TV ad impressions for the ad are late-night comedy, led by The Tonight Show with Jimmy Fallon (6.9%) and Jimmy Kimmel Live (6.5%), while Late Night With Seth Meyers is fourth (3.7%).

Toyota’s vehicle lineup garners plenty of brand recognition in this week’s No.5 spot. Ace Metrix data shows 89% of survey respondents were able to name-check Toyota after watching the spot, which is well above the industry average of 77% over the past 90 days. “Exciting” was the top emotion associated with the ad, while 32% of respondents found the visual scenes of a desert to be the single best thing about it.

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1. Jeep: Wildly Civilized

Impressions: 316,836,679

Interruption Rate: 2.48%

Attention Index: 98

Est. TV Spend: $1,778,788

2. Nissan: Return to Rugged

Impressions: 271,104,793

Interruption Rate: 1.62%

Attention Index: 98

Est. TV Spend: $1,599,118

3. Lincoln Motor Company: Summer Is a State of Mind

Impressions: 164,204,880

Interruption Rate: 3.32%

Attention Index: 97

Est. TV Spend: $965,269

4. Lexus: Golden Opportunity Sales Event: Everyone's Safety

Impressions: 136,503,663

Interruption Rate: 1.58%

Attention Index: 98

Est. TV Spend: $729,590

5. Toyota: Watch This

Impressions: 134,564,073

Interruption Rate: 2.05%

Attention Index: 98

Est. TV Spend: $1,103,229

Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands

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.