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Watch the Newest Ads on TV From TurboTax, Honda, Geico and More

Published on .

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 seven million smart TVs. The ads here ran on national TV for the first time yesterday.

A few highlights: Lincoln serves up another highly atmospheric ad starring Matthew McConaughey (Michael Martinez of Ad Age sibling publication Automotive News has the backstory on a portion of the new campaign here). "American Idol" alum Justin Guarini is Lil' Sweet once again for Dr Pepper; this time he serves up bedroom decorating advice (sort of). And TurboTax says "there is nothing to be afraid of"—in regard to doing your taxes—in a strangely scary (at least at the start) horror-movie spoof.

Today's TV Ad Highlights

Data provided by iSpot.tv
The Ultimate Get-Well Card
Premiered on: The 129th Tournament of Roses Parade, NBC
Honda data for the last 30 days
Impressions: 2,348,990,107 (6% of industry)
Est. TV Spend: $40,712,137 (7% of industry)
Attention Score: 87.35
Attention Index: 117 (17% fewer interruptions than avg.)
Closet
Premiered on: RelationShep, BRAVO
TurboTax data for the last 30 days
Impressions: 181,881,447 (20% of industry)
Est. TV Spend: $3,803,288 (31% of industry)
Attention Score: 93.69
Attention Index: 80 (20% more interruptions than avg.)
Perfect Rhythm
Premiered on: Rose Bowl, ESPN
Lincoln Motor Company data for the last 30 days
Impressions: 795,618,208 (2% of industry)
Est. TV Spend: $14,048,926 (2% of industry)
Attention Score: 89.72
Attention Index: 132 (32% fewer interruptions than avg.)
Pillowscape
Premiered on: Chick-fil-A Peach Bowl, ESPN
Diet Dr Pepper data for the last 30 days
Impressions: 176,993,427 (4% of industry)
Est. TV Spend: $5,107,110 (7% of industry)
Attention Score: 96.26
Attention Index: 156 (56% fewer interruptions than avg.)
Off the Ice With Braden Holtby
Premiered on: NHL Hockey, NBC
GEICO data for the last 30 days
Impressions: 5,800,950,811 (29% of industry)
Est. TV Spend: $99,520,407 (34% of industry)
Attention Score: 90.91
Attention Index: 123 (23% fewer 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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