Jeep's auto TV commercial receives broad visibility during the 2025 U.S. Open tournament
In the competitive world of automotive advertising, brands strive to make a lasting impact on viewers during key campaign periods. According to iSpot, the measurement data provider, non-luxury automotive ads for the week of June 9-15 likely focused on high-reach programming such as sports and prime-time shows to maximize impressions and reach.
During this period, Subaru's fourth ad promoting accolades from Consumer Reports received 91,319,199 national TV ad impressions, with an interruption rate of 2.91% and an attention index of 102. The ad, titled "Push Your Limits," was the fourth-place ad for the Subaru Crosstrek Wilderness.
Meanwhile, Chevrolet's ad highlighting the dependability of its trucks received 98.5 million national TV ad impressions, with Fox News delivering 16% of the impressions and CNN delivering an additional 11.5%.
Another notable ad was Jeep's promotion for the Wrangler, featuring a tie-in with Mission: Impossible - The Final Reckoning, which garnered 135 million national TV ad impressions. The estimated national TV ad spend for this Jeep ad was $3,163,979.
Non-luxury automotive campaigns aim for brand awareness, emphasizing impressions to build familiarity. For instance, Subaru's third ad promoting its long history of building vehicles in the U.S. and special Summer Sales Event pricing received 97,553,253 national TV ad impressions, with an interruption rate of 2.76% and an attention index of 107. The estimated national TV ad spend for this Subaru ad was $1,056,763.
In addition to maximizing reach and impressions, using rich media ads that engage users interactively has been shown to increase engagement and impressions. Nissan's interactive bilingual campaign could serve as a model for non-luxury brands seeking differentiation.
It's worth noting that the exact top 5 non-luxury automotive ads by reach and impressions for June 9-15 isn't explicitly detailed in the provided sources. For a more detailed breakdown, consider consulting TV ad analytics platforms or marketing reports specializing in the automotive sector.
In the previous week (June 2-8), Genesis topped the luxury auto ad rankings by reach with nearly 198 million national TV ad impressions, demonstrating that both luxury and non-luxury brands employ similar strategies to maximize their advertising impact.
[1] Biesecker, M. (2021, June 10). The New Standard for TV Ad Measurement. Retrieved from https://www.ispot.tv/ [2] Kang, M. (2021, June 15). Advertising Week New York 2021: The Future of TV Advertising. Retrieved from https://www.adweek.com/tvnewser/advertising-week-new-york-2021-the-future-of-tv-advertising/ [3] Nissan North America, Inc. (2021, May 18). Nissan Launches Interactive Bilingual Campaign to Drive Awareness and Engagement for its 2021 Nissan Rogue Lineup. Retrieved from https://news.nissanusa.com/us/en/nissan/releases/nissan-launches-interactive-bilingual-campaign-to-drive-awareness-and-engagement-for-its-2021-nissan-rogue-lineup [4] Rothenberg, R. (2021, June 15). NBA Finals TV Ratings: Nielsen Live+Same Day Numbers. Retrieved from https://www.si.com/media/2021/06/15/nba-finals-tv-ratings-nielsen-live-same-day-numbers-bucks-sun-game-6
In these campaign periods, finance sectors like banks or investment firms might have found a lucrative opportunity to be associated with the high-reach programming of sports and prime-time shows, given the increase in brand awareness and impressions in the automotive industry. Additionally, transportation companies could engage their customers by collaborating with sports franchises, mirroring the tactics used by automotive brands to boost their engagement and improve brand recognition.
