Nissan Back in First Place on Most-Seen Auto Ads Chart

After a week in second place, Nissan jumps to the top of iSpot.tv’s 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 No.1 ad for the week of May 17, actress Brie Larson explains how audiences deserve a car that thrills them, while harkening back to a time when driving was fun. Ace Metrix Creative Assessment data from iSpot shows that over the past 90 days, the ad had 8.2% higher attention than the norm for automotive ads and was 7.8% more likeable as well.

One survey respondent noted in response to the ad: “I love Nissan. It’s an amazing brand I drive every day. Love that you incorporated Brie Larson too.”

Lincoln flip-flopped with Nissan, dropping from first to second place, as its “soothing” and “cinematic” spot (per Ace Metrix survey responses) showcased the vehicle’s comfort in rainy conditions. According to Ace Metrix data, the ad had 5.9% higher attention than the norm for automotive ads over the past 90 days, and 7.9% higher watchability. The creative’s visual scenes were seen as the single best thing by 48% of survey respondents.

A celebrity-filled Hyundai spot has been effective with audiences. Ace Metrix data shows the ad, at third place, was 6.2% more likeable than the norm for automakers in the past 90 days, while a top emotion associated with it was “curiosity.” The single best thing about the commercial, per 40% of survey respondents: the characters (a collection of celebrities including Jason Bateman, Mindy Kaling, Kawhi Leonard and more).

This week’s newcomer to the top five is Cadillac’s recently released ad, narrated by Regina King, putting a spotlight on its Lyriq electric CUV. Audiences saw the ad as “upscale” most of all, and one survey respondent shared with Ace Metrix that “the Cadillac Lyriq is a very stylish car and the interior looks comfortable and beautiful. I think Regina King's voice is perfect for the message. Very appealing visuals.” The spot increased week-over-week TV ad impressions nearly 53%.

Subaru closes out the rankings with its ad for the ’21 Crosstrek. Ace Metrix data shows the spot was 4.7% more watchable than the norm in the auto industry over the past 90 days, and survey respondents found the wedding-themed narrative to be “heartfelt.”

(click on blue links for videos)

1. Nissan: The New Nissan

Impressions: 278,280,738

Interruption Rate: 1.79%

Attention Index: 98

Est. TV Spend: $2,068,317

2. Lincoln Motor Company: Comfort in the Extreme: Rain

Impressions: 264,220,106

Interruption Rate: 1.82%

Attention Index: 98

Est. TV Spend: $1,585,580

3. Hyundai: Question Everything

Impressions: 188,132,674

Interruption Rate: 1.98%

Attention Index: 98

Est. TV Spend: $1,697,854

4. Cadillac: Lighting the Way

Impressions: 178,758,034

Interruption Rate: 2.23%

Attention Index: 97

Est. TV Spend: $1,688,959

5. Subaru: Barn Wedding

Impressions: 175,011,901

Interruption Rate: 2.43%

Attention Index: 97

Est. TV Spend: $1,550,460

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

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.