General

Subaru not worried about the two most viewed car ads

Subaru most-watched 7-19-22.jpg

Subaru takes the top two spots on this week’s iSpot.tv list of the most seen car ads promoting the Outback and Crosstrek models.

The “Don’t Worry” spot supporting the Outback leads with more than 173 million viewer impressions, with “Girls Trip” for the Crosstrek close at 163 million. Both were supported by sizable national advertising budgets — estimated to be $1.3 million and $1.2 million, respectively — with a wide variety of TV programming bearing the brunt. Combined, the two ads earned Subaru more than 336 million impressions for the week.

Lexus, meanwhile, takes the last two spots on the list with two ads of its own — “Olfactory” and “Modern Love,” both of which support the automaker’s Golden Opportunity Sales Event. Combined, they racked up nearly 310 million impressions, supported by a combined estimated national ad spend of more than $1.5 million. Notably, Lexus was the only automaker on the list to target viewers of the 2022 Tour de France and Major League Baseball.

Honda’s “Brand New Spark” advertisement for the HR-V rounds out the list in the #3 spot.

According to iSpot’s Ace Ruler survey respondents, Subaru leads the pack in terms of reception. It was the clear leader in brand recognition, with a brand similarity score of 88% (the percentage of viewers who remembered it was a Subaru ad after watching it).

(Click on blue links for videos)

Subaru: Don’t worry

Impressions: 173.156.370

Interruption Rate: 2.76%

Attention index: 97

Est. TV Expenses: $1,322,173

Subaru: Girls Trip

Impressions: 163,019,834

Interruption Rate: 2.76%

Attention index: 95

Est. TV Expenses: $1,257.304

Honda: Brand New Spark

Impressions: 162.586.022

Interruption Rate: 2.45%

Attention index: 97

Est. TV Expenses: $1,106,412

Lexus: Olfactory

Impressions: 158.724.075

Interruption Rate: 1.93%

Attention index: 96

Est. TV spend: $747.395

Lexus: modern love

Impressions: 151,137,033

Interruption Rate: 1.78%

Attention index: 97

Est. TV Expenses: $844,963

Data provided by iSpot.tvThe new standard for measuring TV ads

TV impressions – Total number of TV ad impressions delivered for the brand or spot.

Interruption Rate – The percentage of devices that were present at the start of your ad, but did not fully view the ad. Actions that interrupt ad playback include changing the channel, pulling up the guide, fast-forwarding, or turning off the TV. The interruption rate is measured on a scale from 0 to 100%.

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.