While sports provided extensive reach for the overall automaker industry, several of the top five most-seen ads – as ranked by iSpot.tv’s national TV ad impressions across Nov. 4-10 – activated around other programming to get in front of audiences.
Yellowstone was a reach driver for Ram Trucks’ No.1 spot: Reruns plus a long-awaited new episode on Nov. 10 generated 14% of the commercial’s 195.7 million national TV ad impressions, off a 7% TV ad spend share of voice. By comparison, NFL games accounted for over 48% of the ad’s total outlay during the week, but only delivered 6% of impressions. According to iSpot’s Creative Assessment, this commercial had a 93% brand match (the percentage of survey respondents who remembered it was a Ram Trucks ad after watching it), above the recent automaker industry norm of 80%.
Football was a primary focus for Honda’s No.2 ad, with the NFL generating 21% of its total 154.1 million national TV ad impressions, while college football games delivered another 11%. Additional reach came from reruns of The Big Bang Theory (3% of impressions) as well as Food Network programming including Holiday Baking Championship (2%), Christmas Cookie Challenge (2%) and The Pioneer Woman (2%).
Hyundai’s “Nothing Feels as Good,” highlighting special deals on the ’24 Tucson SEL, takes third place with 123.3 million national TV ad impressions. News programming delivered the top impression-counts, with 60 Minutes and Election Night: Decision 2024 both generating 9% of the spot’s total impressions, followed by the NBA (7%). Per iSpot’s Creative Assessment, 16% of surveyed viewers said the deal or offer was the “single best thing” about the ad.
A promotional offer was also on display in the fourth-place ad from Genesis, announcing a lease deal for the 2025 G70 during the brand’s “Signature Event.” The ad inspired notable positive purchase intent, with 44% of iSpot’s Creative Assessment survey respondents saying they were “more” or “much more” likely to purchase after viewing the ad. College football games provided 11% of the spot’s total 105.3 million national TV ad impressions, followed by NCIS: Origins (8%), the NFL (7%) and Chicago Fire (6%).
An ad for the Kia K4 rounds out the ranking with 104.1 million national TV ad impressions. A single airing during a new episode of Tracker on CBS delivered slightly more reach than five airings during NFL games – 6.5% of impressions vs. 5.6%, respectively. The spot achieved additional reach through other primetime programming including 9-1-1 (5% of impressions), NCIS (4%) and The Neighborhood (4%).
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1. Ram Trucks: The Calling: Blessed
Impressions: 195,717,478
Interruption Rate: 4.28%
Attention Index: 79
Est. National TV Ad Spend: $2,473,977
2. Honda: Unstoppable Dreams
Impressions: 154,053,826
Interruption Rate: 3.67%
Attention Index: 118
Est. National TV Ad Spend: $6,791,138
3. Hyundai: Nothing Feels as Good
Impressions: 123,269,926
Interruption Rate: 3.31%
Attention Index: 79
Est. National TV Ad Spend: $1,334,779
4. Genesis: Details Make the Holidays
Impressions: 105,257,980
Interruption Rate: 3.56%
Attention Index: 85
Est. National TV Ad Spend: $1,362,727
5. Kia: Stares
Impressions: 104,113,735
Interruption Rate: 4.00%
Attention Index: 76
Est. National TV Ad Spend: $2,069,109
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 the 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 the ad’s interruption rate against its specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means the ad is performing as expected.
Est. National TV Spend – Amount spent on TV airings for the brand’s spots.
