Ram Emphasizes Summer Fun in Most-Watched Auto TV Ad
Subaru owns two of the top five auto commercials that received a combined 364 million national TV ad impressions, per iSpot.
July 21, 2023
With 243.3 million national TV ad impressions, Ram Trucks leads iSpot.tv’s ranking of the most-seen auto TV ads for July 10-16, up from No.4 the previous week. Morning news programming delivered top impression counts, led by Today (12.1 million impressions), Today 3rd Hour (11.6 million) and CBS Mornings (7.3 million). Looking at networks, NBC generated 31.8 million impressions — more than twice as many as the No.2 network, MSNBC (15.1 million).
Subaru takes second and fourth place with a pair of commercials that have bounced around the ranking in recent weeks. At No.2: “The Leukemia & Lymphoma Society: Loves to Care,” which received 190.1 million TV ad impressions. The fourth-place spot, which highlights Subaru being named 2023 Best Mainstream Brand by Consumer Reports, ran up 173.9 million impressions. iSpot’s Creative Assessment survey data shows this ad had an 87% brand match (the percentage of survey respondents who remembered it was a Subaru ad after watching it), above the recent automaker industry norm of 77%. Today, Good Morning America and America’s Got Talent were three of the top shows by impressions for both spots.
Chevrolet’s Blazer EV and Barbie movie tie-in remains in third place week-over-week, increasing TV ad impressions by 16.2%, to 183.1 million. HGTV was the top impressions-driving network for the ad (57.1 million), and it owns three of the top five programs by impressions: House Hunters (16.8 million), Home Town (4.7 million) and 100 Day Dream Home (4.4 million).
Rounding out the ranking is Alfa Romeo’s spot for the Tonale, which received 158.3 million TV ad impressions, a third of which came from primetime airings. The sleek cinematics resonated with audiences: Per iSpot’s Creative Assessment, 30% of surveyed viewers found the visual scenes to be the best thing about the commercial. An interesting variety of programming led for impressions: Murder, She Wrote (6.2 million), NBA Summer League basketball (5.3 million) and Today 3rd Hour (4.5 million) top the list.
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1. Ram Trucks: Make This the Summer Event: Opportunity
Impressions: 243,339,052
Interruption Rate: 3.21%
Attention Index: 96
Est. TV Spend: $1,364,940
2. Subaru: The Leukemia & Lymphoma Society: Loves to Care
Impressions: 190,131,786
Interruption Rate: 3.47%
Attention Index: 95
Est. TV Spend: $1,304,638
3. Chevrolet: Blazer EV and Barbie
Impressions: 183,123,696
Interruption Rate: 2.57%
Attention Index: 96
Est. TV Spend: $1,085,736
Impressions: 173,884,763
Interruption Rate: 3.44%
Attention Index: 86
Est. TV Spend: $1,268,096
Impressions: 158,287,145
Interruption Rate: 3.32%
Attention Index: 92
Est. TV Spend: $1,030,439
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.
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