Basketball Matches Spark High Viewership of Commercial Spots during NBA Playoffs
Top Automaker Ads During the NBA Playoffs, According to iSpot
In the recent analysis by iSpot, the leading provider of TV ad measurement, Hyundai dominated the list of top automaker ads during the NBA playoffs. Here's a breakdown of the top five most-seen national TV ads for automakers during this period:
- Hyundai: "Hyundai America Is Back" – 98.2 million impressions
- Hyundai: "Santa Fe" – 40 million impressions
- Genesis: "Soar" – 32.7 million impressions
- Hyundai: "Elantra Hybrid" – 28.1 million impressions
- Honda: "Halftime Show" – 25.5 million impressions
Hyundai's strong advertising presence during the NBA playoffs is evident with three of their ads making it to the top five.
Sports played a significant role in the reach of Infiniti's QX80 ad, with the NHL delivering 24% of total impressions, followed by the NBA (8%) and the 2025 Italian Open (6%). The ad garnered 110.8 million national TV ad impressions, and 31% of surveyed viewers found the product itself to be the "single best thing" about the ad.
Subaru's ad, titled "Dog Tested: On Repeat," also made the top five with 101.7 million national TV ad impressions. The estimated national TV ad spend for this ad was $1,048,235, while the interruption rate was 3.01%.
Genesis' GV70 ad was the most viewed ad for the week of May 5-11, with 169 million national TV ad impressions. The brand activated around playoff games for both the NBA and the NHL, accounting for 10% and 4% of total impressions respectively.
Other notable mentions include Buick's ad, titled "Now Is Exceptional," which had 107.4 million national TV ad impressions, with over half coming from primetime ad airings. The attention index for this ad was 102, and the interruption rate was 1.66%.
Hyundai's "Customer Assurance" ad slipped to No.2 with 146.2 million national TV ad impressions. The top programming for this ad included The Neighborhood, The Rookie, and Will Trent. The ad had an 87% brand match, above the recent automaker norm of 80%.
iSpot's data also revealed that the attention index for Subaru's ad was 98, and the top programming outside of sports for Genesis' ad included Georgie & Mandy's First Marriage, Elsbeth, and Law & Order: Special Victims Unit. The estimated national TV ad spend for Buick's ad was $660,716.
These findings provide valuable insights into the effectiveness of different automaker ads during the NBA playoffs, highlighting the strategies that have resonated with viewers and the impact of sports on ad reach.
Sports, specifically the NBA playoffs, contributed to the success of numerous automaker ads. For instance, Hyundai's "Customer Assurance" ad was delivered to 146.2 million viewers during this period, placing it among the top viewed ads. Additionally, Genesis' GV70 ad, a popular choice during the playoffs, amassed 169 million national TV ad impressions.
