Most-Seen Auto Ads Carry Coronavirus Themes

Lincoln takes first place in iSpot.tv’s latest ranking of the most-viewed automotive commercials – the ads generating the most impressions across national broadcast and cable TV airings.

Each of the top five ads for the week of April 6 is coronavirus-aware.

The Lincoln spot promotes the brand’s pickup and delivery options, meaning you can purchase one of its models without leaving the sanctuary of your home. The brand also is offering zero-percent financing and a deferred first payment for up to 120 days.

In its second-place commercial, Honda proclaims that while it’s always believed in the power of dreams, right now it believes in the “power of something greater – the power of being there for those who need it most.”

At No.3, Hyundai’s spot promotes special financing programs that can assist both new and current owners if they lose their job due to coronavirus, while the fourth-place ad from Lexus says the brand’s focus right now is on taking care of people – and the rest will follow.

Fiat Chrysler rounds out the ranking with a spot assuring viewers, “Together, we can do this – because we are all one.” The automaker group is offering zero-percent financing for 84 months with no monthly payments for 90 days on select Dodge, Jeep and Ram models.

The FCA spot has the best iSpot Attention Index (166) in the ranking, getting 66% fewer interruptions than the average auto ad (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

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1. Lincoln Motor Company: Home

Impressions: 308,415,808

Attention Score: 91.36

Attention Index: 110

Est. TV Spend: $3,624,396

2. Honda: The Power of Something Greater

Impressions: 229,763,404

Attention Score: 83.21

Attention Index: 57

Est. TV Spend: $3,901,186

3. Hyundai: Unpredictable

Impressions: 199,371,270

Attention Score: 82.01

Attention Index: 54

Est. TV Spend: $3,702,404

4. Lexus: The People Business

Impressions: 186,797,210

Attention Score: 96.25

Attention Index: 161

Est. TV Spend: $2,913,260

5. Fiat Chrysler Automobiles: Drive Forward

Impressions: 183,203,705

Attention Score: 96.73

Attention Index: 166

Est. TV Spend: $1,361,545

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 in its respective industry. 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.

iSpot Lift Rating - The iSpot Lift Rating measures the causal impact of TV advertising on key performance indicators (KPIs); put simply, it reflects new business driven by TV ad placements.