Lincoln Returns to Top of Most-Seen Auto Ads Chart
In the top ad for the week of Feb. 8, which also topped the chart for one week in late January, Lincoln promises “comfort in the extreme” across its family of luxury utility vehicles, including the Corsair.
Lincoln takes first place in iSpot.tv’s latest ranking of the most-viewed automotive commercials – the ads that have generated the highest number of impressions across national broadcast and cable TV airings.
In the top ad for the week of Feb. 8, which also led the chart for one week in late January,
Lincoln promises “comfort in the extreme” across its family of luxury utility vehicles, including the Corsair, which can provide a toasty-warm cabin even in the most frigid of climates.
At No.2, Honda proclaims that “underneath every surface that carries the Honda badge there has always been the capacity to amaze.” Right now, qualified buyers can get zero-percent financing on select models including the ’21 Passport, CR-V and Pilot.
Subaru claims third and fifth place on the ranking. In the brand’s No.3 ad, a couple decides the first thing they want to do with their new Forester is go on a road trip with their dogs. In the fifth-place commercial, Subaru shares how this year, together with its retailers, it will donate 100 million meals to Feeding America – twice as many as last year.
According to an iSpot Ace Metrix survey, the Feeding America ad scored above the norm across all industries in multiple aspects, including likability, information and attention. When asked about the single best thing about the spot, over half (52%) of viewers cited the message, and one of the top emotional responses was “heartfelt.”
Acura owns fourth place with a high-octane spot, featuring music by Queen, that introduces the ’22 MDX. The spot uses on-screen text rather than a traditional voiceover to state that “everything you’ve been makes you what you are.”
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1. Lincoln Motor Company: Comfort in the Extreme: Cold
Impressions: 238,809,859
Interruption Rate: 2.91%
Attention Index: 93
Est. TV Spend: $4,069,950
2. Honda: Rise to the Challenge
Impressions: 224,081,859
Interruption Rate: 2.23%
Attention Index: 106
Est. TV Spend: $3,710,558
Impressions: 164,292,984
Interruption Rate: 2.68%
Attention Index: 104
Est. TV Spend: $2,641,801
Impressions: 154,167,710
Interruption Rate: 2.15%
Attention Index: 98
Est. TV Spend: $3,004,704
5. Subaru: Love Promise: Feeding America
Impressions: 150,255,257
Interruption Rate: 3.12%
Attention Index: 97
Est. TV Spend: $2,577,216
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.
Interruption Rate - The rate at which the audience present at the beginning of your ad disengages with it before it ends.
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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