Asian Brands Dominate List of Most-Viewed Auto Ads
Leading the list is Toyota, with the top two spots: “Born for Bringin’ It” and “Born for the Wild.” Friends reruns drove the most impressions for both ads, with the CBS Morning News taking a close second.
March 3, 2022
Toyota, Nissan and Subaru top iSpot.tv’s list of the most-viewed automotive commercials – the ads that have generated the highest number of impressions across national broadcast and cable TV airings – for the week of Feb. 21.
No more live football. No more Olympics. So where did U.S. automakers turn for TV advertising last week? The answer is a mix of news, procedural drama, syndicated comedies and basketball.
Leading the list is Toyota, with the top two spots: “Born for Bringin’ It” and “Born for the Wild.” Friends reruns drove the most impressions for both ads, with the CBS Morning News taking a close second.
According to iSpot’s Ace Metrix survey data, “Born for Bringin’ It” edges out “Born for the Wild” in both “likeability” and “watchability” scores, ranking 4.3% and 3% above industry norms in those categories, respectively, to 3.5% and 0.7% for “Wild.”
Nissan leverages college and NBA basketball games to place third on the list with “Electric Cars for Electric Drivers,” with an assist from NBC Nightly News with Lester Holt and ABC World News Tonight with David Muir.
Subaru rounds out the list with the last two spots: “Shopping” and “Well Adventured.” Procedural dramas Chicago Med, Chicago P.D. and Chicago Fire joined the Today show to deliver the bulk of impressions between them.
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Impressions: 268,604,209
Interruption Rate: 1.66%
Attention Index: 117
Est. TV Spend: $1,761,079
Impressions: 259,893,833
Interruption Rate: 1.59%
Attention Index: 114
Est. TV Spend: $1,939,644
Nissan: Electric Cars for Electric Drivers
Impressions: 201,917,271
Interruption Rate: 2.10%
Attention Index: 107
Est. TV Spend: $1,741,266
Impressions: 153,608,783
Interruption Rate: 3.65%
Attention Index: 76
Est. TV Spend: $1,372,933
Impressions: 148,275,786
Interruption Rate: 2.38%
Attention Index: 110
Est. TV Spend: $1,305,032
Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands
*Ace Metrix auto industry norms data measured over the last 90 days.
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.
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