As summer draws to a close, car manufacturers are increasingly turning to promotional campaigns at sales events. However, there are some differences in approach among the five most frequently viewed spots.
Ram Trucks’ first spot takes a storytelling approach and features sculptor and welder Luis Varela-Rico talking about how he found his calling. According to iSpot’s creative assessmentThe most common emotions/reactions reported by viewers were “cinematic,” “heartfelt,” and “inspiring.” In addition, the ad performed better than the automotive industry average in aspects such as attention, liking, and desire. Almost a third of the 243.8 million national TV advertising impressions came from prime-time commercials.
Jeep’s runner-up commercial offers a “payment waiver” on various 2024 models, leading 11% of viewers surveyed to consider this offer the “very best” thing about the commercial. Today delivered about 9% of its 218.1 million nationwide TV advertising impressions, with NBC being the network with the most impressions overall (12%).
Hyundai’s #3 spot also has a vacation theme, promoting the Getaway Sales Event. The vibrant colors and ocean shots led 28% of viewers surveyed to say the visuals were the “best thing” about the spot. Over 26% of the 218 million total national TV impressions came from primetime commercials. Across all times of the day, ABC (12%), Fox (6%) and The CW (5%) were the networks with the highest impressions.
Subaru takes an informative approach with its ad in fourth place and presents its eight models, which are Consumer Reports this year and offers special prices for the Outback 2025. Morning talk shows were the leaders for reach, with Good morning America And Today In any case, they are responsible for about 7% of the 174.1 million nationwide TV advertising impressions.
In fifth place is Volkswagen’s “Hot Dog” ad, which attracts attention with humor: “funny” was the most frequently cited emotion/reaction of the viewers surveyed. Most impressions were generated by the cable news channels, with MSNBC generating almost 20% of the 164.4 million national TV impressions of the ad, followed by CNN with 9%. On the programming side, the 2024 Cincinnati Open with almost 7% of impressions, while The Last Word with Lawrence O’Donnell And The Beat with Ari Melber both delivered about 3% of impressions.
(Click on the blue links for videos)
1. Ram Trucks: The Call: Spark
Impressions: 243,824,803
Interruption rate: 3.53%
Attention index: 90
Estimated national television advertising spending: $2,238,804
2. Jeep: Make the most of it
Impressions: 218,096,382
Interruption rate: 3.26%
Attention index: 91
Estimated national television advertising spending: $1,472,367
3. Hyundai: Summer: Bring more joy
Impressions: 217,960,551
Interruption rate: 2.63%
Attention index: 103
Estimated national television advertising spending: $1,002,453
4. Subaru: Best Mainstream Automotive Brand 2024
Impressions: 174,090,711
Interruption rate: 3.20%
Attention index: 104
Estimated national television advertising spending: $1,608,987
5. Volkswagen: Hot Dog
Impressions: 164,357,694
Interruption rate: 3.83%
Attention index: 92
Estimated national television advertising spending: $1,193,574
Data provided by iSpot.tvthe new standard for measuring TV advertising
TV impressions – Total number of TV advertising impressions delivered for the brand or spot.
Interruption rate – The percentage of devices that were present at the start of the ad but did not watch the entire ad. Actions that interrupt the ad playback include changing the channel, viewing the program 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 the ad’s interruption rate with its specific media placement. The Attention Index is measured on a scale of 0 to 200, with 100 being the average and meaning the ad is performing as expected.
Estimated national TV spending – Amount spent on broadcasting the brand spots on television.
