Jeep Dominates Football and Golf Advertisements on Television, Holding the Title for Most-Viewed Non-Luxury Vehicle Commercials
In the week from August 18 to 24, 2022, the top five non-luxury auto ads captured a significant portion of total TV impressions, according to data provided by iSpot, The New Standard for TV Ad Measurement.
Leading the pack was Jeep's Make This the Summer Sales Event ad, which garnered an impressive 107.5 million national TV ad impressions. Following closely was Hyundai's Lawyer ad, with 75.8 million impressions, and Kia's EV for Each Side of You commercial, which received 77.8 million impressions.
NBC emerged as the top network for these ads, delivering 14.9% of total impressions for the top five non-luxury auto ads. CBS came in second with 16.3%, and BET and CBS both contributed 8.1% of the total impressions. The NFL and MLB also played a significant role, contributing 6.5% and 28.3% of the total impressions respectively.
The Tour Championship and various sports broadcasts on NBC and BET were key contributors to Kia's EV for Each Side of You ad, accounting for nearly 23% and 10.4% of its total impressions respectively. On the other hand, Hyundai's ads received a substantial portion of their impressions from MLB games, with the Lawyer ad receiving 26.6% and the No.5 ad receiving 17.6%.
A somber Subaru ad focusing on morning news programming took third place with 85.9 million national TV ad impressions.
The metrics used to measure the impact of these ads include TV Impressions, Interruption Rate, Attention Index, and Est. National TV Spend. The Interruption Rate for Kia's ad was 2.86%, while that for Hyundai's ad was 2.59%. The Attention Index for Kia's ad was 101, indicating that viewers paid slightly more attention to it compared to the average ad. Hyundai's Attention Index was 96, suggesting that viewers paid slightly less attention to their ads compared to the average.
The Estimated National TV Ad Spend for Hyundai's No.5 ad was $521,735, while Kia's ad cost $688,325.
These findings highlight the power of strategic advertising during major sports events in capturing viewer attention and driving brand awareness.
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