Lexus Dominates Auto TV Ad Impressions Chart With Three Spots
But NFL games helped drive impressions for Chevrolet, which owned the most-seen single auto ad, per iSpot.tv.
January 13, 2023
Chevrolet’s “Adventure Is Everywhere” ad highlighting multiple Silverado models racked up over 196.8 million TV ad impressions per iSpot.tv, making it the single most-seen automotive spot during the week of Jan. 2-8. A quarter of those impressions came from NFL games, while The Big Bang Theory, The Kelly Clarkson Show and Jeopardy! each delivered about 7 million TV ad impressions. iSpot’s Creative Assessment survey data showed the ad had 90% brand recognition (the percentage of survey respondents who remembered it was a Chevrolet ad after watching it), above the automaker industry norm of 80%.
Meanwhile, Lexus owns three of the remaining four spots on the ranking, together totalling over 430 million TV ad impressions. The brand’s most-seen ad, “Electrified,” spotlights its latest lineup of electric vehicles. Since it began airing on Jan. 4, 2023, the commercial has generated 171.4 million TV ad impressions, with the majority coming from NFL games.
Kia sits solidly in the center of the week’s ranking with a commercial for the ’23 Sportage X-Pro. Unlike the other ads, this one focuses less on the vehicle itself and instead follows a man determined to clean up a beach for incoming sea turtles. Per iSpot’s Creative Assessment, 33% of respondents said the visual scenes were the single best thing, while 20% cited the message as the best thing.
The fourth-place spot from Lexus uses a Wizard of Oz theme to highlight desirable features of the RX including its “heart-pounding design” and “intelligent technology.” iSpot’s Creative Assessment shows the commercial garnered 10% more attention than the norm for automakers.
An ad for the Lexus ES takes fifth place with 128 million TV ad impressions. While college basketball games (6.1 million impressions) and Law & Order: Special Victims Unit (5.3 million impressions) were the top two impressions-driving programming, Food Network was the channel that delivered the highest impressions count (12 million).
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1. Chevrolet: Adventure Is Everywhere
Impressions: 196,821,011
Interruption Rate: 2.84%
Attention Index: 92
Est. TV Spend: $4,859,497
Impressions: 169,695,525
Interruption Rate: 2.52%
Attention Index: 88
Est. TV Spend: $4,683,205
Impressions: 136,537,654
Interruption Rate: 3.68%
Attention Index: 84
Est. TV Spend: $1,341,501
Impressions: 132,362,754
Interruption Rate: 1.70%
Attention Index: 94
Est. TV Spend: $634,333
5. Lexus: Not Just For You, By You
Impressions: 128,062,679
Interruption Rate: 1.91%
Attention Index: 82
Est. TV Spend: $530,042
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 your 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 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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