Jeep Promises Adventure in Latest Most-Seen Auto TV Ad

For the second week in a row, Jeep owns the most-seen auto TV ad – but it’s different from the previous one. “4xAdventure,” highlighting the versatility of the 4Xe models, racked up 236.7 million national TV ad impressions from Jan. 1-7, according to data from iSpot.tv. Nearly half of those impressions (112.2 million) came from NFL games, while top impressions-generating networks included CBS (58.1 million), Fox (44.1 million) and ABC (37.2 million). According to iSpot’s Creative Assessment, 31% of surveyed viewers considered the visual scenes to be the single best thing about the ad. 

Despite only airing 74 times and solely in the first few days of the week, Mercedes-Benz’s “Holidays With Love” scored enough impressions – 203.6 million – to take second place on the chart. The automaker zeroed in on college football playoff action, specifically the Rose Bowl (which generated 58.7 million impressions) and the Sugar Bowl (44.7 million). Per iSpot’s Creative Assessment, this commercial had a 90% brand match (the percentage of survey respondents who remembered it was a Mercedes-Benz ad after watching it), above the recent automaker industry norm of 79%.

Ram Trucks owns the third- and fifth-place ads. The No.3 spot, which had 183.9 million national TV ad impressions, declares that the automaker puts “everything we have into our trucks, so you get everything out of them.” The fifth-place commercial, with 153.8 million impressions, is quite similar, but tacks on information about the brand’s Something New Sales Event, offering special deals on ’24 Ram 1500 trucks. NFL games generated top impression counts for both spots — 73.4 million and 51.4 million, respectively. 

At No.4: Hyundai’s “Stretch,” which takes a humorous approach to visualize the Tucson’s remote capabilities via Bluelink+. The spot ran up 157 million national TV ad impressions, 71% of which came from Sunday airings. Top networks by impressions included NBC (57.8 million), CBS (19.8 million) and Fox (15.2 million), while top programming by impressions included NFL games (76.3 million), NBA games (9.8 million) and The Golden Bachelor (9.2 million). 

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1. Jeep: 4xAdventure 

Impressions: 236,690,381 

Interruption Rate: 2.68%

Attention Index: 116

Est. TV Spend: $5,427,210

2. Mercedes-Benz: Holiday Love Celebration: Holidays With Love 

Impressions: 203,597,698 

Interruption Rate: 2.64%

Attention Index: 106

Est. TV Spend: $1,645,696 

3. Ram Trucks: Everything 

Impressions: 183,933,115 

Interruption Rate: 2.56%

Attention Index: 139

Est. TV Spend: $3,768,557 

4. Hyundai: Stretch 

Impressions: 156,995,409 

Interruption Rate: 2.46%

Attention Index: 141

Est. TV Spend: $4,858,814 

5. Ram Trucks: Start Something New: Everything

Impressions: 153,791,355 

Interruption Rate: 2.36%

Attention Index: 116

Est. TV Spend: $3,203,466 

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.