College Football Delivers TV Impressions for Auto Ads

Five ads are all new to iSpot.tv’s latest ranking of the automotive commercials that have generated the highest number of impressions across national broadcast and cable TV airings.

Impressions for the top ads for the week of Nov. 1 were generated primarily by placements in college football games. 

Leading the pack is Nissan’s “From Dealer to Driveway” spot, edging out Ram Trucks’ “The Nice List” for the most-viewed ad by only 740,000 impressions. College football dominated Nissan’s strategy, delivering nearly 33 million views, or 18.5% of total impressions. Ram actually generated more views from college football programming, at over 45 million – nearly 26% of its total impressions – but fell just short on overall views. 

Nissan also gets the fan-favorite edge according to iSpot’s Ace Metrix survey data, with a blended ranking (reflecting multiple categories of survey feedback) 8% higher than the industry average. But Ford’s “Get Ready” spot, which ranked fifth in impressions, gives it a run for its money.

Nissan blew away all other ads on the list in Ace Metrix survey rankings for the information it provided to viewers, scoring 12% higher than the industry norm in that category. But Ford got the edge in Ace’s attention, likeability, watchability and desire survey categories. 

The Ford ad is also notable in being the only one that didn’t get the bulk of its impressions from college football. Instead, NFL programming generated over 44% of the ad’s impressions, while college football came in a distant second, contributing just 8% of overall views. 

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Nissan: Nissan@Home: From Dealer to Driveway

Impressions: 177,009,009 

Interruption Rate: 1.94% 

Attention Index: 112 

Est. TV Spend: $2,095,756

Ram Trucks: The Nice List

Impressions: 176,298,718 

Interruption Rate: 2.74% 

Attention Index: 99 

Est. TV Spend: $3,643,083

Jeep: The Best Things

Impressions: 166,151,529 

Interruption Rate: 2.73% 

Attention Index: 100 

Est. TV Spend: $1,566,168

Volvo: Smarter

Impressions: 143,794,886 

Interruption Rate: 2.71% 

Attention Index: 104 

Est. TV Spend: $1,147,166

Ford: Get Ready

Impressions: 137,797,962 

Interruption Rate: 1.72% 

Attention Index: 108 

Est. TV Spend: $4,837,201

Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands

*Ace Metrix auto industry norms data measured over the last 90 days.

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 - 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.