Lexus Moves to Top of Most-Seen Auto Ads Chart

Lexus is No.1 in iSpot.tv’s latest ranking of the most-viewed automotive commercials – the ads that have generated the most impressions across national broadcast and cable TV airings.

The first-place ad for the week of June 7 features the Lexus RX. The ad, which focuses on car buyers who strive to get more out of their lives, scored well for its “cinematic” aspects, according to Ace Metrix Creative Assessment survey data from iSpot.

Since May 1, the Lexus spot earned 7% higher attention and was 6.2% more likeable than the norm for auto brands. And 39% of Ace Metrix survey respondents found the single best thing about the ad to be its visual scenes.

Subaru’s pet adoption-themed ad appears in the ranking for the second straight week (this time at No.2, up from fourth place last time), having aired during Today, Law & Order: Special Victims Unit, Good Morning America and The Late Show with Stephen Colbert, among many others during the timeframe.

While it may have lost its perch atop the ranking, Nissan’s Brie Larson-led creative was still among the week’s most-seen automotive ads. Since May 1, Ace Metrix data shows the spot is earning 12% higher attention than the norm for auto ads, and is 8.2% more watchable, per surveyed consumers. Over 20% of TV ad impressions for the spot were delivered on ESPN, with about a third of those coming during the NBA Playoffs. 

Toyota similarly focused on the NBA Playoffs, as 29% of all impressions for its positivity-focused ad were delivered during those games. About 85% of the TV ad impressions were served up by cable networks, led by ESPN at 33%. Ace Metrix data shows the “heartfelt” creative was 5.8% more likeable than the norm for auto brands since May 1.

Lincoln’s recent creative has emphasized how its utility vehicles maintain comfort in a variety of extreme conditions, including this week’s No.5 spot, which stresses how Lincoln keeps drivers (and passengers) cool in hot weather. The ad generated 11.4% more attention than the norm for auto ads since May 1, according to Ace Metrix, and was 10.1% more watchable. The single best thing about the spot was the visual scenes, according to 41% of survey respondents.

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1. Lexus: Fearless Leader

Impressions: 221,181,004

Interruption Rate: 1.30%

Attention Index: 99

Est. TV Spend: $764,646

2. Subaru: Subaru Loves Pets

Impressions: 212,327,210

Interruption Rate: 2.60%

Attention Index: 98

Est. TV Spend: $1,735,701

3. Nissan: The New Nissan

Impressions: 203,945,188

Interruption Rate: 2.10%

Attention Index: 98

Est. TV Spend: $1,538,931

4. Toyota: Words of Encouragement

Impressions: 196,273,526

Interruption Rate: 1.86%

Attention Index: 98

Est. TV Spend: $3,633,279

5. Lincoln Motor Company: Comfort in the Extreme: Heat

Impressions: 170,028,167

Interruption Rate: 1.56%

Attention Index: 99

Est. TV Spend: $1,005,447

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.