Watch the newest ads on TV from Chase, Ikea, Target and more


August 2, 2018 4:57 pm Published by

Every weekday we bring you the Ad Age/iSpot Hot Spots, new TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from more than eight million smart TVs. The ads here ran on national TV for the first time yesterday.

A few highlights: Target says that it’s teamed up with the U.S. Soccer Foundation to build 100 new soccer play spaces nationwide by 2020. Ikea wants you to “Make the dream yours”—by spending money at Ikea, of course (Adrianne Pasquarelli has the backstory on the company’s current marketing strategy: “Fewer catalogs means more kinds of marketing for Ikea”). And Serena Williams helps Chase show how its customers can use just their smartphones to withdraw money from Chase ATMs.

Today’s TV Ad Highlights

Serena's Way
Premiered on: Get Up, ESPN
JPMorgan Chase data for the last 30 days
Impressions: 814,846,532 (16% of industry)
Est. TV Spend: $5,545,459 (8% of industry)
Attention Score: 95.50
Attention Index: 141 (41% fewer interruptions than avg.)
U.S. Soccer Foundation: Chicago's Hermosa Neighborhood
Premiered on: 2018 MLS All-Star Game, ESPN
Target data for the last 30 days
Impressions: 1,729,452,323 (18% of industry)
Est. TV Spend: $20,481,177 (20% of industry)
Attention Score: 86.66
Attention Index: 68 (32% more interruptions than avg.)
Home Tour
Premiered on: Whose Line Is It Anyway?, BRAVO
IKEA data for the last 30 days
Impressions: 778,423,904 (30% of industry)
Est. TV Spend: $6,553,640 (32% of industry)
Attention Score: 86.86
Attention Index: 61 (39% more interruptions than avg.)
Surprise
Premiered on: Ridiculousness, MTV
No airings data over the last 30 days; visit iSpot.tv for brand data going forward.
Waste of Time
Premiered on: Good Morning Football, NFL Network
It’s Just Lunch data for the last 30 days
Impressions: 5,865,329 (<1% of industry)
Est. TV Spend: $30,071 (<1% of industry)
Attention Score: 72.99
Attention Index: 22 (78% more interruptions than avg.)

Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads

TV Impressions – Total TV ad impressions delivered for the brand or spot.
Est. TV Spend – Amount spent on TV airings for the brand’s spots.
Attention Score – Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.
Attention Index – Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

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