Toyota Taps Nostalgia in Most-Watched Auto Ad
Toyota’s ad got the most impressions from a show that stopped airing new episodes 18 years ago, according to iSpot.tv.
August 18, 2022
For all the focus given to live sports and similar tentpole viewing events as heavy drivers of ad impressions, this week the show delivering the single highest number of impressions for automotive ads hasn’t aired a new episode since 2004: Friends.
The syndicated sitcom helped elevate Toyota’s “Ode to Summers Past” to the top position among carmakers in iSpot.tv’s ranking. A very close second was Subaru’s “Dog Tested: Lunch Stop” ad, appearing on the list for the first time this week. Only 337,000 impressions separated the first- and second-place commercials.
Nissan’s “60 Years in 30 Seconds” returned to the list at No. 3, while Chevy’s “Muddy” and Hyundai’s “County Fair” slid to fourth and fifth, respectively. The latter two were the only ads in the top five for which Major League Baseball games helped deliver impressions. Hyundai also advertised during PGA Golf Tour telecasts, making “County Fair” the only spot in the top five with a second sports target.
According to iSpot’s Ace Metrix survey, Chevy’s “Muddy” had the best brand recognition score in the ranking, with 90% of viewers remembering it was a Chevy ad after watching it.
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Toyota: National Sales Event: Ode to Summers Past
Impressions: 168,030,072
Interruption Rate: 2.05%
Attention Index: 108
Est. TV Spend: $1,018,292
Subaru: Dog Tested: Lunch Stop
Impressions: 167,692,852
Interruption Rate: 2.63%
Attention Index: 106
Est. TV Spend: $1,323,084
Nissan: 60 Years in 30 Seconds
Impressions: 166,765,993
Interruption Rate: 2.43%
Attention Index: 99
Est. TV Spend: $1,181,444
Impressions: 160,051,699
Interruption Rate: 2.52%
Attention Index: 102
Est. TV Spend: $917,609
Impressions: 151,979,097
Interruption Rate: 1.99%
Attention Index: 108
Est. TV Spend: $859,914
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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