Lincoln's Most-Watched Car Ad Rides Hurricane Ian Coverage

Lincoln takes the top spot among car ads with the most impressions this week for “A Glimpse,” despite not targeting NFL games to attract viewers, iSpot.tv says. 

Instead, the carmaker looked to college football and a wide range of news, drama and reality TV to generate audience. It also had only the third-highest estimated national ad spend at $2.3 million and the third-highest number of airings with 686. 

The rest of the list is filled by two ads each from Subaru and Jeep. Subaru ranks second and third, for a combined total of more than 404 million impressions backed largely by a focus on TV coverage of Hurricane Ian. Both ads leaned heavily on Storm Center, America’s Morning Headquarters, Weather Underground and Live Coverage: Tracking Ian to generate views. 

Jeep, the only car advertiser on the list focusing on the NFL, rounds out the list in spots four and five. NFL games generated the most views, followed by college football.

Jeep’s “Reservations” ad wins the week among iSpot’s Ace Metrix survey respondents, who gave the ad the highest Persuasion score with a result 10.7% above industry norms. 

Lincoln, however, takes the title for Brand Match, with 86% of Ace survey respondents remembering it was a Lincoln ad after watching it. 

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Lincoln Motor Company: A Glimpse  

Impressions: 277,565,440 

Interruption Rate: 3.05% 

Attention Index: 90 

Est. TV Spend: $2,343,169

Subaru: Well Adventured  

Impressions: 203,760,662 

Interruption Rate: 2.93% 

Attention Index: 87 

Est. TV Spend: $1,642,058

Subaru: National Make a Dog's Day: Underdogs 

Impressions: 201,270,155 

Interruption Rate: 3.34% 

Attention Index: 79 

Est. TV Spend: $1,555,458

Jeep: Discover Sound That Can Truly Move You 

Impressions: 193,468,355 

Interruption Rate: 3.20% 

Attention Index: 84 

Est. TV Spend: $2,948,870

Jeep: Reservations 

Impressions: 162,443,066 

Interruption Rate: 2.52% 

Attention Index: 84 

Est. TV Spend: $2,880,561

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.