Buick ranks first in iSpot.tv’s latest ranking of the most viewed car commercials – the ads that have generated the highest number of impressions on national and cable TV broadcasts.
During the week of May 9, Buick was boosted by the highest estimated national ad spend in the top five auto advertisers at $3.4 million. Nearly half of that budget, $1.6 million, was earmarked for the NBA playoffs, with the NHL playoffs a distant second at an estimated $265,000. Eyes followed, with the NBA racking up over 52 million impressions and the NHL in second place with over 13 million.
Not surprisingly, the NBA playoffs this week proved a popular target for auto ads. Nearly every automaker on the list spent the most estimated national ad spend on the games, with the notable exception of Infiniti for its “Wild World” spot.
For Cadillac in second place, the playoffs were fifth in the programming that produced the most impressions, with the Today show the lead. Toyota in fourth place also got the most impressions from the playoffs, as did Kia in fifth place.
Infiniti in third place, meanwhile, opted for news programs, such as Jesse Watters Primetime† Your world with Neil Cavutoand Fox & Friends†
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Interruption Rate: 2.18%
Attention index: 105
Est. TV Expenses: $3,392,682
Interruption Rate: 2.35%
Attention index: 99
Est. TV Expenses: $2,342,848
Interruption Rate: 2.71%
Attention index: 103
Est. TV Expenses: $1,645,912
Interruption Rate: 1.96%
Attention index: 109
Est. TV spend: $1,739,913
Interruption Rate: 2.95%
Attention index: 93
Est. TV spend: $2,935,059
Data provided by iSpot.tvTV ad measurement for disruptive brands
* Ace Metrix automotive industry standards data measured over the past 90 days.
TV impressions – Total TV ad impressions for the brand or spot.
Interruption Rate – The rate at which the audience present at the beginning of your ad diverts attention before it ends.
Attention index – A comparison of your ad’s interruption rate to 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 releases – Amount spent on TV broadcasts for the brand’s spots.