Toyota and Chevrolet each claim two positions in iSpot.tv’s ranking of most viewed automotive ads – the ads that generated the most impressions on national broadcasts and on cable television.
Toyota tops the list for the week of February 7 with one of its two “Start Your Impossible” campaign spots, but only just. Toyota’s “Ice Match” outperforms Chevrolet’s “Taco Truck” by just 714,184 impressions.
The two automakers’ four ads ran almost exclusively during the Winter Olympics, which generated 90% of the total impressions generated between them.
According to data from iSpot’s Ace Metrix survey, Toyota’s ‘Start Your Impossible’ campaign resonates with viewers as ‘inspiring’ and ‘heartfelt’, while characters featured in the spots have been named the ‘best thing about ads twice as much as the industry. standards.
But Chevrolet’s “Walter in Winter” ad clearly takes the lead in terms of viewer reaction. The ad’s overall Ace scores are 15.5% above industry standards – the highest of the five on the list – particularly for “attention” (17.4% above industry standards), “sympathy” (+20.3%) and “visibility” (+11.2%).
Hyundai completes the list again with “History of Evolution”, featuring Jason Bateman promoting the Ioniq 5 BEV. It is the only location on the list that aired during the Super Bowl pre-game segments.
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Toyota: Start Your Impossible: Match on Ice
Interrupt rate: 1.35%
Attention Index: 122
Is. TV expenses: $14,829,492
Chevrolet: Taco Truck
Interruption rate: 2.16%
Attention Index: 110
Is. TV expenses: $12,586,003
Toyota: Begin Your Impossible: Nice Move
Break rate: 2.83%
Attention Index: 106
Is. TV expenses: $16,614,737
Chevrolet: Walter in winter
Interruption rate: 3.07%
Attention Index: 115
Is. TV expenses: $18,006,036
Hyundai: history of evolution
Interrupt rate: 2.18%
Attention Index: 122
Is. TV expenses: $3,434,140
Data provided by iSpot.tvMeasurement of TV Ads for Disruptive Brands
*Data from Ace Metrix automotive industry standards measured within the last 90 days.
Television impressions – Total number of TV ad impressions delivered for the brand or spot.
Interrupt rate – The speed at which the audience present at the start of your ad disengages before it ends.
Attention Index – A comparison of your ad’s interruption rate against your specific media placement. Attention Score is measured on a scale of 0-200, where 100 is the average and means your ad is working as expected.
Is. National TV expenditure – Amount spent on TV broadcasts of brand spots.