Lexus Notches Two Most-Watched Car Commercials
Topping the chart is a commercial in which Lexus admits it has “stolen” the ES series from “everything we’ve ever mastered.” At No.2 is another ad for the ES, this one highlighting the model’s hybrid powertrain, hand-tuned audio and advanced active-safety systems.
September 27, 2018
A Lexus ad remains No.1 and a second spot for the Toyota luxury brand moves up to No.2 in iSpot.tv’s ranking of the most-viewed automotive commercials – the ads that have racked up the highest number of impressions across national broadcast and cable TV airings.
Topping the chart for the week of Sept. 17 is a confessional commercial in which Lexus admits it has “stolen” the ES series from “everything we’ve ever mastered.” Climbing from third to second place is another ad for the ES, this one highlighting the model’s hybrid powertrain, hand-tuned audio and advanced active-safety systems.
Kia’s playful third-place ad showcases a “not-for-sale” race-car version of the ʼ19 Forte that’s sitting on a runway, while professional driver Collete Davis puts the pedal to the metal in the consumer version. And as the commercial notes at the end, “it doesn’t have to make sense.”
The humor continues with Chevrolet’s fourth-place spot in which it takes a spokesman three attempts to name all the J.D. Power dependability awards its models have received (Chevy is the only auto brand to earn this award across cars, trucks and SUVs three years in a row, the ad notes).
Sitting at No.5 is another commercial appearing in previous rankings; it’s for the’19 Lincoln MKC, which has integrated Waze Navigation to connect “the world inside with the world outside.”
iSpot.tv is a real-time TV ad measurement company with attention and conversion analytics from more than 8 million smart TVs.
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Impressions: 295,819,003
Attention Score: 91.98
Attention Index: 119
Est. TV Spend: $5,630,368
Impressions: 278,197,789
Attention Score: 88.47
Attention Index: 86
Est. TV Spend: $3,601,480
3. Kia: Unruled: Forte vs. Forte
Impressions: 250,362,978
Attention Score: 96.90
Attention Index: 169
Est. TV Spend: $5,755,587
4. Chevrolet: Third Time's a Charm
Impressions: 248,693,271
Attention Score: 86.49
Attention Index: 73
Est. TV Spend: $5,726,608
5. Lincoln Motor Company: Waze World
Impressions: 246,604,228
Attention Score: 92.27
Attention Index: 122
Est. TV Spend: $5,592,444
Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads
TV Impressions - Total TV ad impressions delivered for the brand or spot.
Attention Score - Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.
Attention Index - Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.
Est. National TV Spend - Amount spent on TV airings for the brand’s spots.
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