Jeep Retakes Lead in Most-Watched Auto Ad Ranking
The week of Aug. 16 saw Jeep’s “Wildly Civilized” ad leap from fifth to first place, backed by an estimated national spend of nearly $3 million – more than twice that of the next closest ad.
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Jeep reclaims first place in 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 week of Aug. 16 saw Jeep’s “Wildly Civilized” ad leap from fifth to first place, backed by an estimated national spend of nearly $3 million – more than twice that of the next closest ad. News programming drove impressions, with Today and the third hour of Today doing the heavy lifting, while overall MSNBC delivered from a network perspective.
According to Ace Metrix Creative Assessment survey data, the Jeep spot has continued to resonate well with viewers, scoring 4.7% above the auto industry norm for watchability, and 6.8% higher for likeability.
Nissan’s “Return To Rugged” and “60 Years in 30 Seconds” commercials placed second and third, respectively.
The “Rugged” ad placement continues Nissan’s weather-heavy strategy, with live coverage tracking Hurricane Henri (and then Tropical Storm Henri) on The Weather Channel delivering the most impressions, although the Gordon Ramsay shoutfest Hell’s Kitchen received the highest estimated spend.
“60 Years” featuring Captain Marvel actress Brie Larson continues its run as a viewer favorite. Per Ace Metrix, it scored 10.1% higher than the automaker norm for likeability, 5.6% over the norm for watchability and a whopping 12.8% higher in desirability. Law & Order: Special Victims Unit and Chicago P.D. delivered the impressions across a diverse set of target programming that also included sitcom reruns and reality food shows.
Rounding out the list are a pair of ads both battling to own the “summer season” title, with just 2.6 million impressions separating the two.
At fourth is Ram’s “Make this the Summer of Ram” spot, using blue-collar fare such as Law & Order: SVU, Chicago Fire, Chicago P.D., and Criminal Minds to drive impressions. Just behind it is Jeep’s “Make This the Summer Event” ad featuring the Imagine Dragons song “Dragons.” Today and the third hour of Today joined NFL Football to deliver the impressions.
The two ads’ Ace Metrix scores were nearly even as well, but Ram slightly edges out Jeep with an overall effectiveness score that’s 7.3% above the norm for the automotive industry, compared to Jeep’s 5.11%.
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Impressions: 432,757,588
Interruption Rate: -2.00%
Attention Index: 102
Est. TV Spend: $2,957,932
Impressions: 239,664,107
Interruption Rate: -1.00%
Attention Index: 101
Est. TV Spend: $1,267,190
Nissan: 60 Years in 30 Seconds
Impressions: 212,690,666
Interruption Rate: 10.00%
Attention Index: 90
Est. TV Spend: $1,172,544
Ram Trucks: Make This the Summer of Ram
Impressions: 156,548,090
Interruption Rate: 8.00%
Attention Index: 92
Est. TV Spend: $957,614
Jeep: Make This the Summer Event: Discover
Impressions: 153,894,901
Interruption Rate: 2.00%
Attention Index: 98
Est. TV Spend: $1,202,713
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.
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