Luxury Car Adverts: Lexus Dominates Top Five Most Viewed Premium Car Spots on TV
In the world of luxury automotive advertising, June was a month of significant impact, with several brands vying for viewers' attention. The latest data from iSpot.tv reveals an intriguing picture, with Genesis emerging as the frontrunner, and Lexus securing the final three spots in the top five.
Genesis' advertisement for the upcoming GV70 model garnered an impressive 197,720,261 national TV ad impressions, nearly doubling the second-place ad from Audi. The Genesis ad, featuring music by Jet and showcasing the GV70 zooming along a scenic oceanside highway, also boasted an attention index of 108 and an interruption rate of 1.24%.
Audi's No.2 spot, showcasing the all-new Q5, was not far behind, with 101,840,261 impressions. NBC led for impressions among networks for Audi's ad, accounting for 17% of its total impressions. The ad's use of music by Jet and its depiction of the Q5 cruising along a picturesque coastal route undoubtedly caught the eye of many viewers.
Lexus owned the remaining three spots in the top five, with a combined total of 222.7 million national TV ad impressions. The ad titled "5. Lexus: Recognized" received a total of 64,146,903 impressions, while the fourth-place ad, "4. Lexus: Perfectionist," garnered 76,728,259 impressions. The third-place ad featured a couple preparing for the arrival of twins and their dogs being less than excited, but the 3-row Lexus TX providing enough space for the whole family.
The attention index for the Lexus "Recognized" ad is 105, and the interruption rate for the "Perfectionist" ad is 1.38%. The fourth-place ad showcases the NX's remote park feature, allowing owners to maneuver their vehicle into a spot from a smartphone app.
Interestingly, college baseball games were a key driver of reach for each of Lexus' top three ads, accounting for 15.1% of the third-place ad's total impressions, 18.4% for the fourth-place ad, and 5.6% for the fifth-place ad.
The estimated national TV ad spend for the Genesis ad is $561,752, while the estimated spend for the Lexus "Recognized" ad is $405,873 and the "Perfectionist" ad is $514,489.
In conclusion, June was a month of intense competition in the luxury automotive advertising world. With Genesis leading the pack and Lexus securing the final three spots in the top five, it's clear that these brands are investing heavily in capturing viewers' attention. As we move forward, it will be interesting to see how these trends continue to evolve.
In the forthcoming financial reports, we might observe an increase in advertising expenditure within the automotive industry, particularly for Genesis and Lexus, following their significant successes in luxury automotive advertising in June. The synergy between sports and transportation was evident, as college baseball games significantly contributed to the reach of Lexus' top three ads.
