We turned to iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from more than seven million smart TVs, to find out which recents ads are keeping eyeballs on the screen. Of the top 25 commercials with the biggest estimated spend during the month of October, four stood out from the crowd when it came to audience attention:
1. Lincoln Motor Company – “The Feeling: Night Out” featuring Matthew McConaughey
Estimated Spend: $19.4 million
iSpot Attention Index: 118, meaning this ad received 18% fewer interruptions (such as changing the channel, pulling up the guide or fast-forwarding) than the average ad.
A simple but elegant montage of close-up shots accompanied by instrumental music only (no lyrics or voiceover!) and featuring a certain hunky actor seems to do the trick for Lincoln.
2. Taco Bell – “A More Perfect Union”
Estimated Spend: $29.3 million
iSpot Attention Index: 116, meaning this ad received 16% fewer interruptions than the average ad
A short (15-second) and sweet spot filled with melted, gooey cheese and chicken. Food porn at its best? Audiences seem to think so.
3. Marvel – “Thor: Ragnarok”
Estimated Spend: $19.3 million
iSpot Attention Index: 110, meaning this ad received 10% fewer interruptions than the average ad
The ads promoting the latest superhero installment from Marvel are keeping TV viewers tuned in.
4. Pizza Hut – “Delivery Pouch”
Estimated Spend: $19,370,440
iSpot Attention Index: 108, meaning this ad received 8% fewer interruptions than the average ad
Food makes a second appearance and yes, there’s cheese again this time. Are people hungry-watching TV?