Chevy’s ‘Build’ Spot Again No.1 Among Most-Seen Auto TV Ads

For the second week in a row, a Chevrolet ad for the Silverado takes first place in iSpot.tv’s ranking of the most-seen auto TV ads. 

The commercial racked up 298.1 million national TV ad impressions, a 0.9% week-over-week increase. Top impression-driving networks included MSNBC (27.7 million TV ad impressions), CNN (20 million) and HGTV (16.5 million), while top programs by impressions included Today (9 million), Law & Order: Special Victims Unit (7.6 million) and Chicago P.D. (6.3 million). According to iSpot’s Creative Assessment, viewers found this spot to be the most persuasive of the top five, with an overall Persuasion score nearly 9.6% above industry norms.  

Ram Trucks also maintains its ranking position week-over-week, but with a larger impressions increase: Its “Make This the Summer” sales event promotion received 292.9 million national TV ad impressions, a 27.2% jump up from the previous week. Ram leaned into the NFL, with games generating 12.2 million impressions for the spot, while NFL Network delivered 16.8 million impressions, making it the No.3 network by impressions behind MSNBC (24.5 million) and Fox News (21.6 million). 

As we saw last time, Subaru takes third and fifth place — but the ads have swapped positions. “A Beautiful Silence” had 171.4 million impressions, a 7.4% increase from the previous week, landing it at No.3. And although it slips from third to fifth place, Subaru’s AdoptAClassroom.org promotion maintains its impression count (nearly 164 million) week-over-week. For both ads, the top impression-generating networks were NBC, CBS and ABC, with Good Morning America and Today as the top programs. 

Dodge is the only new brand on the ranking compared to last week, with its “Last Call” spot taking fourth place with 171.3 million TV ad impressions. The Last Word With Lawrence O’Donnell and NFL games led for impression-generating programs, each delivering about 8.3 million impressions. On the network side of things, MSNBC (18.7 million impressions), NBC (11.3 million) and NFL Network (8.9 million) topped the list. Per iSpot’s Creative Assessment, this ad scored above the auto industry norm for attention, likeability, watchability and desire.

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1. Chevrolet: Build 

Impressions: 298,128,570

Interruption Rate: 3.17%

Attention Index: 91

Est. TV Spend: $1,707,455

2. Ram Trucks: Make This the Summer Event: Opportunity 

Impressions: 292,933,571

Interruption Rate: 3.46%

Attention Index: 90

Est. TV Spend: $2,800,014

3. Subaru: A Beautiful Silence 

Impressions: 171,390,495

Interruption Rate: 3.56%

Attention Index: 88

Est. TV Spend: $1,278,680

4. Dodge: Last Call 

Impressions: 171,290,128

Interruption Rate: 2.86%

Attention Index: 86

Est. TV Spend: $1,214,715

5. Subaru: Adopt a Classroom: Loves Learning

Impressions: 163,962,201

Interruption Rate: 3.72%

Attention Index: 86

Est. TV Spend: $1,233,159

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 the 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 the ad’s Interruption Rate against its specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means the ad is performing as expected.

Est. National TV Spend - Amount spent on TV airings for the brand’s spots.