Subaru Pushes Limits in Most-Seen Auto TV Ad

With 232.5 million national TV ad impressions, a Subaru spot for the Crosstrek Wilderness moves from third to first place week-over-week in iSpot.tv’s ranking of the most-seen auto TV ads for Sept. 4-10. NBC was the top impressions-driving network, generating 37.6 million, followed by CBS (26.4 million) and ABC (22.2 million). 

A Chevrolet Silverado commercial featuring music by Cale Dodds slips from first to second place, with its 228.2 million national TV ad impressions constituting a 39.6% week-over-week decrease. Fox News generated more than twice as many impressions (34.7 million) for the ad as the second-place network, ION (13.2 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.  

At No.3: A new spot for the ’24 Hyundai Kona, highlighting its “class-leading interior space and tech features.” It received 224 million national TV ad impressions, 82% of which came from primetime ad airings, led by NFL and college football. NBC accounted for 172.7 million impressions, miles beyond the No. 2 network (ABC, with 20.1 million). 

The fourth-place spot invites viewers to “discover how Ram powers all the lives you live,” and offers special deals during the truck maker’s Power Days Sales Event. This commercial received 203.6 million national TV ad impressions. While MSNBC (15.1 million impressions) and Fox News (14.6 million) were the top networks, college football (25.8 million) was the top impressions-generating programming, followed by the NFL (9.5 million). Per iSpot’s Creative Assessment, this spot had an 88% brand match (the percentage of survey respondents who remembered it was a Ram Trucks ad after watching it), above the recent automaker industry norm of 78%.

A Nissan spot starring Jay Ellis and Brie Larson rounds out the ranking with 187.3 million national TV ad impressions. College football games generated 15 million impressions for the commercial, with The Tonight Show Starring Jimmy Fallon and Law & Order: Special Victims Unit a distant second and third, delivering 4.1 million impressions apiece. 

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1. Subaru: Push Your Limits 

Impressions: 232,520,123

Interruption Rate: 3.54%

Attention Index: 99

Est. TV Spend: $1,961,155

2. Chevrolet: Build 

Impressions: 228,153,563

Interruption Rate: 3.60%

Attention Index: 88

Est. TV Spend: $1,157,033

3. Hyundai: Welcome Back to the Commute 

Impressions: 224,001,526

Interruption Rate: 2.52%

Attention Index: 106

Est. TV Spend: $7,286,281

4. Ram Trucks: Power Days: Life 

Impressions: 203,583,673

Interruption Rate: 3.31%

Attention Index: 99

Est. TV Spend: $1,491,301

5. Nissan: All In 

Impressions: 187,340,365

Interruption Rate: 3.07%

Attention Index: 91

Est. TV Spend: $1,247,610

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.