The return of the NFL, even in preseason, is already impacting automotive ads, according to iSpot.tv.

nissan has top tv auto ad, but football wins the week

Football is back, with the NFL preseason now well underway. And while the current exhibition games don’t matter from a league ranking perspective, carmakers eager for the sport’s return are all-in.

Three of iSpot.tv’s top five auto ads with the most impressions relied on NFL preseason games. One of the holdouts, however, is this week’s top spot from Nissan. Its “60 Years in 30 Seconds” reached No.1 without advertising on football at all, but rather on staples including America’s Got Talent and Law & Order: SVU.

No.2 Jeep, No.4 Ram and No.5 Hyundai, meanwhile, all leaned on football, which delivered 17 million impressions among the three – the highest total of any programming source across all five ads on this week’s list. Jeep’s “Reservations” received 6 million impressions from the NFL, while 7.1 million went to Ram’s “Here’s to the Workers” and 3.8 million to Hyundai’s “County Fair.”

Jeep’s “Reservations” received the highest Persuasion Score, according to iSpot’s Ace Metrix survey, with a result 11.2% above industry norms. However, Chevrolet’s No.3 “Muddy Passengers” had the highest brand match score of the group, with 90% of viewers remembering it was a Chevy ad after watching it.

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Impressions: 171,190,295

Interruption Rate: 2.36%

Attention Index: 98

Est. TV Spend: $1,326,327

Impressions: 165,347,249

Interruption Rate: 3.05%

Attention Index: 90

Est. TV Spend: $1,439,775

Impressions: 160,283,204

Interruption Rate: 2.26%

Attention Index: 103

Est. TV Spend: $950,045

Impressions: 149,281,346

Interruption Rate: 2.92%

Attention Index: 96

Est. TV Spend: $1,127,499

Impressions: 149,013,957

Interruption Rate: 1.87%

Attention Index: 113

Est. TV Spend: $934,559

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 your 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 your ad’s Interruption Rate against 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 Spend – Amount spent on TV airings for the brand’s spots.

Keyword: Nissan Has Top TV Auto Ad, But Football Wins the Week

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