Lincoln Again Tops Most-Seen Auto Ads Chart

Lincoln’s spot for the ’20 Aviator snags first place for the second week in a row in iSpot.tv’s ranking of the most-viewed automotive commercials – the ads scoring the highest number of impressions across national broadcast and cable TV airings.

In the No.1 commercial for the week of Sept. 23, actor Matthew McConaughey navigates an Aviator through clouds of colored smoke, and says Lincoln is all about “performance that just leaves you feeling better.”

Nissan’s ’20 Versa ad, which has been on the chart for a few weeks now, once again takes the No.2 spot. Featuring music by Andreya Triana, it shows how one couple both start and end their days in the model, which has “tech that moves you forward.”

Third place goes to Volkswagen with a commercial showing how the Atlas SUV is ideal for large, sports-minded families, with “best-in-class third-row legroom” to fit everyone and ample cargo space.

In its fourth-place ad for the ’20 RX, Lexus encourages viewers to “stay restless.” This ad has the best iSpot Attention Index (142) in the ranking, getting 42% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

Steam’s classic anthem “Na Na Hey Hey Kiss Him Goodbye” provides the soundtrack for the final commercial in the top-five ranking, which comes from GMC. With a six-function MultiPro tailgate, the Sierra gives pickup owners a reason to say “goodbye” to their old, single-function tailgates, touts the ad.

(click on blue links for ads)

1. Lincoln Motor Company: Fresh Take On Movement

Impressions: 374,097,300

Attention Score: 91.95

Attention Index: 111

Est. TV Spend: $6,683,829

2. Nissan: Good Morning, Goodnight 

Impressions: 355,847,187

Attention Score: 91.88

Attention Index: 110

Est. TV Spend: $6,041,322

3. Volkswagen: Same Difference

Impressions: 218,773,708

Attention Score: 84.97

Attention Index: 60

Est. TV Spend: $6,783,614

4. Lexus: Fearless Leader 

Impressions: 192,242,757

Attention Score: 94.75

Attention Index: 142

Est. TV Spend: $3,495,843

5. GMC: Anthem

Impressions: 166,903,260

Attention Score: 75.47

Attention Index: 37

Est. TV Spend: $3,354,622

Data provided by iSpot.tv, the always-on TV ad measurement and attribution company.

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.