Mercedes-Benz' "Doors" spot gained the most visibility of any commercial that debuted from April 3-9 during sports programming, a week dominated by The Masters, according to an SBJ/SBD analysis of data from real-time TV ad attention analytics company iSpot.tv. The M-B ad, via by Merkley+Partners, N.Y., and narrated by actor Jon Hamm, netted 53.1 million impressions in U.S. households across national linear (live and time-shifted), VOD, OTT and local TV. It was one of five unique spots that generated an estimated $5.5M in ad value for the automaker. Meanwhile, three of the five ads that generated the most impressions last week came from Omnicom Group and its BBDO Worldwide shop, which launched three new AT&T creatives during The Masters. All of the estimated $1.8M AT&T spent during sports telecasts last week came via these three spots, and occurred during coverage of The Masters.
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NEW ADS WITH MOST IMPRESSIONS DURING SPORTS TELECASTS (APRIL 3-9)
|
| BRAND (SPOT) |
IMPRESSIONS
|
AIRINGS
|
TV SPEND
|
| Mercedes-Benz E-Class Coupe ("Doors") |
53,128,043
|
87
|
$1,568,376
|
| AT&T featuring Jordan Spieth ("Rise Up") |
40,596,239
|
19
|
$1,086,404
|
| AT&T ("The Power of &: Stay With Me") |
39,937,161
|
37
|
$1,072,883
|
| AT&T Business ("The Power of &: Farmer Ray") |
37,652,577
|
38
|
$1,128,685
|
| Mercedes-Benz E-Mobility ("Win-Win") |
36,422,963
|
20
|
$1,071,986
|
