Lincoln Tops Most-Seen Auto Ads List

A Lincoln spot leads iSpot.tv’s list of the most-viewed automotive commercials – the ads that have generated the highest number of impressions across national broadcast and cable TV airings.

The first-place ad for the week of March 8 promotes Lincoln’s luxury utility vehicles, including the Corsair CUV which, the company says, can provide extreme comfort even in the most intense climates.

Hyundai takes No.2 for the second week in a row with an ad highlighting the new Santa Fe, which is equipped with a “class-exclusive digital smartphone key and loads of the latest technology.” During the Spring Upgrade Sales Event, customers can get zero-percent APR financing on select models for 60 months, plus no payments for 90 days.

According to an iSpot Ace Metrix survey, this spot scored above the norm across all industries in regard to information provided, and 17% of surveyed viewers considered the deal/offer to be the single best thing.

Honda’s third-place spot focuses on the ’21 Pilot, which is, the announcer states, “capable and equipped for family life” with three rows of seating. Per Ace Metrix, this ad scored above average across all industries for aspects including likability, desire and relevance. Of surveyed viewers, 23% considered the product to be the single best thing about the commercial, while 16% thought the brand itself was most appealing.

Nissan amps up the energy with its No.4 spot, featuring music by C.U.T., spotlighting the ’21 Kicks, with available features including NissanConnect on Apple Watch and Apple CarPlay integration. Viewers responding to an Ace Metrix survey enjoyed the audio, energy and color in this ad: 27% considered the visual scenes to be the single best thing, and 21% thought the music was the best.

Adventure is calling in Land Rover’s fifth-place ad, which highlights multiple vehicles and encourages everyone to get out and explore. According to Ace Metrix, this spot performed above average across all industries for multiple aspects including watchability, likability and attention. Viewers thought it was “cinematic” and “upscale,” with 26% considering the visual scenes to be the single best thing, while 18% considered the brand itself the best.

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1. Lincoln Motor Company: Comfort in the Extreme: Cold

Impressions: 320,735,676

Interruption Rate: 2.40%

Attention Index: 102

Est. TV Spend: $6,295,535

2. Hyundai: The Upgrade You've Been Looking For

Impressions: 252,885,575

Interruption Rate: 1.98%

Attention Index: 105

Est. TV Spend: $5,597,583

3. Honda: Style and Comfort for the Family

Impressions: 205,942,403

Interruption Rate: 1.35%

Attention Index: 106

Est. TV Spend: $1,656,775

4. Nissan: Limitless Possibilities

Impressions: 196,197,135

Interruption Rate: 2.52%

Attention Index: 103

Est. TV Spend: $6,172,070

5. Land Rover: Own the Adventure Sales Event: Adventure Is Calling

Impressions: 180,151,699

Interruption Rate: 2.38%

Attention Index: 102

Est. TV Spend: $2,174,973

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.