Nissan Has Top TV Auto Ad, But Football Wins the Week
The return of the NFL, even in preseason, is already impacting automotive ads, according to iSpot.tv.
August 26, 2022
Football is back, with the NFL preseason now well underway. And while the current exhibition games don’t matter from a league ranking perspective, carmakers eager for the sport’s return are all-in.
Three of iSpot.tv’s top five auto ads with the most impressions relied on NFL preseason games. One of the holdouts, however, is this week’s top spot from Nissan. Its “60 Years in 30 Seconds” reached No.1 without advertising on football at all, but rather on staples including America’s Got Talent and Law & Order: SVU.
No.2 Jeep, No.4 Ram and No.5 Hyundai, meanwhile, all leaned on football, which delivered 17 million impressions among the three – the highest total of any programming source across all five ads on this week’s list. Jeep’s “Reservations” received 6 million impressions from the NFL, while 7.1 million went to Ram’s “Here’s to the Workers” and 3.8 million to Hyundai's “County Fair.”
Jeep’s “Reservations” received the highest Persuasion Score, according to iSpot’s Ace Metrix survey, with a result 11.2% above industry norms. However, Chevrolet’s No.3 “Muddy Passengers” had the highest brand match score of the group, with 90% of viewers remembering it was a Chevy ad after watching it.
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Nissan: 60 Years in 30 Seconds
Impressions: 171,190,295
Interruption Rate: 2.36%
Attention Index: 98
Est. TV Spend: $1,326,327
Impressions: 165,347,249
Interruption Rate: 3.05%
Attention Index: 90
Est. TV Spend: $1,439,775
Impressions: 160,283,204
Interruption Rate: 2.26%
Attention Index: 103
Est. TV Spend: $950,045
Ram Trucks: Make This the Summer Event: Here's to the Workers
Impressions: 149,281,346
Interruption Rate: 2.92%
Attention Index: 96
Est. TV Spend: $1,127,499
Impressions: 149,013,957
Interruption Rate: 1.87%
Attention Index: 113
Est. TV Spend: $934,559
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.
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